A Study On Usage Intention Factors Of The Online Payment In The Online Shopping

With the rapid development of e-commerce,online shopping has become an indispensable part of people's lives.Market maintained rapid development trend of online shopping to some extent promote online shopping related the development of related industries,particularly the development of online payment.Online payment as a core part of online shopping to achieve online shopping transactions,they must take online payments its effective implementation.Therefore,for the study of the online payment become a focus of attention and scholars together.Looking at the domestic and foreign research results,online shopping research since 1999,scholars have been involved.So far,theories about online shopping is pretty mature,literature are more abundant.However,for online payment research started relatively late.Past scholars for on-line payment intention influence factors research focuses on online banking,and third-party payment research.Study theory uses a single theoretical model and empirical analysis.Single models exist to explain weak,disadvantages of use limitations,cannot be well explained online shopper online payments.Therefore,this study attempts to integrate TRA theory,ATM theory,ATM2 theory,perceived risk and trust theories,explore the mainstream network shopping platform this particular environment,affect consumers to use different ways of online payment will model and extract the key factors of influencing factors.This study based on online payment related theory on the basis of research achievements,mainly from the perception and social influence factors study on effect of user's willingness to pay online in online shopping.Will be perceived usefulness,perceived ease of use,trust,subjective norm,perceived risk,social image as the research variables,integration of the TRA,TAM,TAM2,perceived risk theory and trust theory to determine the theoretical model of this study.To network shopping group as the research object,using the SPSS17.0 and AMOS software tools to questionnaire descriptive statistical analysis and structural equation model is established for hypothesis testing and evaluation model.Findings: trust,subjective norms,social image,adoption attitude directly affect the user online payment positively correlated relationship use intention.;trust,perceived ease of use and perceived usefulness,subjective norms which directly affect users online payments using attitude and showed a positive correlation,the effect of these factors beginning from the largest to the smallest is: trust,perceived usefulness,subjective norm;perceived risk factor does not have a significant effect in adoption attitude and the attention of use;Through the investigation and study,the network shopping group characteristics appear younger,use online payment more experienced users,use at least 3 years of time,have a certain knowledge of the network shopping.Finally,according to the results of the research and analysis,the study puts forward corresponding Suggestions and countermeasures to the network shopping platform operators.Online shopping platform operator should promote social online payment mode;To simplify the online payment process,maximize the network shopping efficiency;Enhance the user's trust in the online payment,promote the development of diversified online payment.