A Study On The Influencing Factors Of The Third Party Payment On The Consumption Behavior Of College Students

"Internet +" put forward thinking so that our e-commerce has achieved rapid development,the size of the user through the network consumption is also expanding,which has led to a variety of payment methods in the network consumption,which provides the basis for the development of third party payments.At present,third party payments have been made throughout people's lives.And the university students as an important part of our internet users,the development of third party payment also has a certain impact on the consumption behavior of college students,while for third-party payment,seize this consumer group of college students is essential.Therefore,it is necessary to study what factors that third parties pay to play a major role in this influence and thus seek to seize improved method for students groups.Based on the existing research,Integrate the theory of integrated planning behavior and the technical acceptance model,this paper constructs the theoretical model and hypothesis,and collects the data by means of questionnaire,and uses the valid data to test and evaluate the model.This paper investigates the effects of safety factors,convenience factors,service factors and consumer perception on the two attitudes of satisfaction and trust,and the effect of two attitudes on the behavioral intention of behavior variables.Through the confirmatory factor analysis and the structural equation model,the data are studied and the influence path is obtained.The conclusions of this paper are as follows: First,the convenience factors,service factors and consumer perception have positive effects on satisfaction,and safety factors,convenience factors and service factors have a positive impact on trust.Second,the safety factor has no significant impact on satisfaction,and consumer perception has no significant impact on trust.Thirdly,the satisfaction and trust of college students will have a positive effect on the behavior intention of college students using third party payment.Finally,according to the conclusions drawn from the research,making some rationalization proposals to the third party payment platform and government departments,we expect the third-party payment platform to seize the user groups of college students,and provide a good basis for the development of third-party payment.