Willingness To Use Its Influence Factors. Third-party Online Payment Empirical Research

With the development of e-commerce and online shopping, as the main payment means of e-commerce, the third-party online payment is accepted by consumers, among which the acceptance of Alipay is particularly impressive. Therefore it sets off a wave of consumer's payment behavior research in academia. Research on the third-party online payment is about these repects:security issues, intergrity issues, legal and regulatory issues, funding precipitation and profitability issues. In recent years, some schoolars are gradually interested in willingness factors, but the results are not mature. Adoption research of new technology on the Internet in the past had discovered that perceived usefulness, subjective norms, consumer innovation, service quality, perceived risk, trust and other factors have an impact on consumers' willingness to use. So, in the third-party online payment environment, whether these findings are applicable is to be proved. Therefore, this paper is to study the willingness to use and the influencing factors in the third-party online payment environment, and take the Alipay for example.In this study, based on the theory of the past, it analysis the third-party online payment related theories and the theories of consumer behavior path in details. The paper combines the theory of perceived risk and the quality of service. On the basis of the theory of technological innovation it adds the perceived risk, quality of service, consumer innovation, trust and subjective norm, trying to study third-party online payment attitude and willingness to use from the aspects of perceived ease of use, perceived usefulness, subjective norms, consumer innovation, service quality, perceived risk, trus. Taking Alipay as an example to validate the proposed conceptual model, the results show that:perceived usefulness, subjective norm, consumers innovative, service quality and trust have positive impact on the intention to use, the impact of factors beginning from the largest to the smallest is:subjective norms, trust, consumer innovative, service quality and perceived usefulness. In addition, different ages and monthly disposable income is also different in the intention to use.Finally, the study takes the willingness to use Alipay's impact factors as an example, making a number of recommendations on the development of third-party online payment.