The Empirical Study On Third Party Payment Intention Influencing Factors Of County Consumer

With the rapid development of electronic commerce, the electronic payment needs to further improve. While the third party payment by virtue of its transaction process monitoring and the protection of the interests of both parties to the transaction, access to the vast number of individual users and merchants favor. The third party payment users mainly concentrated in the big city, county the user less, Figure out what factors affect the third party payment willingness to use on the development of third party payment has very important significance.Based on the study of the former research achievements are summarized, with technology acceptance model as the basis, combined with the theory of planned behavior and diffusion of innovation theory, constructs the research model, discusses the consumer to the third party payment intention influencing factors. A total of360points of questionnaire,315valid questionnaires were returned, using SPSS13.0for data analysis. The main conclusions are:(1) the use of attitudes, subjective norms on third party payment intention has significantly positive impact, and the corresponding regression equation.(2) perceived usefulness, perceived ease of use, compatibility, innovative and attitude have significant positive impact, and the corresponding regression equation.Based on the above conclusions, this study on the development of third party payment puts forward some management suggestions. First of all, we should strengthen the propaganda, enhance consumers to the third party payment cognition; Secondly, the development of user demand for products and services; Once again, should strengthen supervision, safeguard consumer transaction security.