An Empirical Research On The Factors That Affect Consumers To Use Electronic Payment Platform

Electronic payment platform that can support a lot of terminal unit is a new mode of payment, which has been regarded as the mainstream of the future development of electronic payment. consumers can enjoy various services of payment through electronic payment platform. In this paper, the factors that affect consumers to use electronic payment platform are researched on the base of the market investigation. The operator of the electronic payment platform will benefit from the result of the empirical research.First, the systems of the index and the questionnaire for pilot study are formed on the base of relative literature. Meanwhile, the reliability and validity of the systems of the index are analyzed, and form the questionnaire for large sample.Next , based on the factor analysis and the data of large sample ,the factor score of seven factors ,namely security(internet) , security(other terminal unit), security(fame), convenience, value-added service ,charge and saving expectation, are calculated. Then, logistic regression is adopted to select the significant influencing factors from all possible influencing factors .As a result , only five factors, including security(other terminal unit), convenience, value-added service ,charge and saving expectation, are proved to be the factors whose influencing degree is significant.Then, four of the five significant influencing factors, including security(other terminal unit), convenience, value-added service and charge, are selected to perform multilevel analysis and two important conclusions are drawn. first, the influencing degree of the four factors is different significantly in different consumer groups. Second ,the reasons that cause the difference of the influencing degree of the four factors are group's average educational level, average income and average age.Finally, some marketing strategies are put forward on the base of the result of the empirical research .