Research On The Intention And Behavior Of Using"cloud Flash Payment" Platform

With the advancement of mobile Internet and cloud payment technology,the application scenarios of mobile payment are becoming increasingly rich,mobile payment platforms are becoming more diverse,and the number of mobile payment users continues to grow.As an emerging fintech product,the “cloud flash payment” mobile payment platform has penetrated into the digital life of consumers.Consumers' willingness to use and behaviors have aroused special attention from "cloud flash payment" platform operators and merchants within the platform.In response to social concerns,this article conducts empirical research on the user willingness and behavior of the "cloud flash payment" platform under an expanded model framework.First,this article expands the UTAUT model based on the classic integrated technology acceptance model(UTAUT model)and the scenario attributes of the mobile payment platform.Then,based on the extended UTAUT model and the mature scale of Venkatesh et al.(2003),a questionnaire was designed,and primary data was obtained through an online survey.The structural equation model method was used to empirically test the research hypothesis in the extended model.The empirical results show that the questionnaire data and scale have excellent reliability and validity,and the extended "cloud flash payment" UTAUT model has a good fitting effect.The results of the path analysis show that,as far as the influence is concerned,effort expectations,performance expectations,social impacts,individual innovation,and perceived ease of use have a significant positive impact on the user willingness of the “cloud flash payment” platform,contributing factors and Perceived risk has no significant impact on users' willingness to use it,but the contributing factors and willingness to use positively affect the user behavior of the “cloud flash payment” platform;in terms of impact intensity,the degree of influence of each dimension in the model is from high to low Performance expectations,perceived ease of use,individual innovation,social impact,effort expectations,and enablers.The "individual innovation" in the newly added dimension not only has a significant positive impact on user willingness,but also has a significant positive impact on hard work expectations and perceived ease of use.In addition,age and education factors have a significant positive regulatory effect on the use of the “Cloud Flash Payment” platform.Finally,based on the above results,this article proposes management inspiration and countermeasures from the perspective of the "cloud flash payment" platform operator.On the one hand,the platform should improve basic service functions,expand additional functions,cultivate user habits,and enhance user stickiness;on the other hand,the platform must adhere to the open concept,seek extensive cross-border cooperation,and explore the use of artificial intelligence,big data and blockchain technology to improve service quality.