Researches On The Influence Factors Of Users' Payment Preferences Under Internet Financial Environment

With the continuous optimization of the electronic commerce environment,the constant innovation of internet finance,and the reform of information technology like Big Data,Internet of Things andCloud Computing,business of payment,as the core field of the Internet finance,obtained rapid development and expansion.Online payment,containing rich potential in development,interacts with almost every part of our lives.Learning user's payment behavior preference and its influencing factors,can enrich theoretical research in Internet user behavior,as well as provide policy reference for the suppliers of online payment service.Therefore,the research related touser's preference in payment behaviors and factors which influence users'choice and usage are of great significance in China's Internet financial environment.After the review and summaries of the related research achievements in online payment field both home and abroad,it is discovered that there is a lack of empirical research on users' payment behavior preference and perceptions influence factors of online payment..Based on the technology acceptance model,this study integrated users' behavior theory,builta model of the Internet users'payment behaviors and influencing factors in the financial environment,and selected about eleven research variables including cultural compatibility,consumers innovation,subjective norm,perceived ease of use,perceived usefulness,information quality,service quality,perceived entertainment,perceived risk,attitude and willingness,through factoranalysis,correlation analysis,regression analysis and variance analysis Based on 350 questionnaire samples data,this research has analyzed the users' payment behavior preference and the factors that affected their behaviors and decisions,meanwhile discusses the differences affected by different situations and consumers'features on users' payment behavior and perception factors.The results of the research indicate that the perceived ease of use,perceived usefulness,subjective norm and perceived entertainment influence users' attitude to online payment positively;Perceived risks greatly influence users' attitude negatively to online payment;Cultural compatibility and information quality influence users' attitude to the online payment indirectly through the influence of perceived usefulness positively,but service quality and consumers innovation do not have significant influence on perceived usefulness;Factors like consumption category,payment situation and the features of users make differences between users on the dimension of the payment perceptions,therefore influence the behavior preference of users.The contribution of this study:Based on theories related torational behaviors,individual cognition,perceived risks and service quality,build model of users' behavior preference influence factors when use online payment through multi-model fusion,enhanced the entire explanation of the model.Take various payment ways which influence users into consideration from the perspective of users' behavior preference,but not limited to attitude and perception from a certain way of payment.Provide feasible suggestions for the optimization of online payment product and service,and for the marketing management of suppliers from practice perspective.For example,to enhance cross-border cooperation between online payment and other industries,develop towards the direction of the comprehensive finance represented by "pay+";explore further on TV payment,mail payment,near field payment,and "no password" payment ways like waves,finger prints,faces,iris on the basis of biological recognition,make the "payment overall" platform;enhance "sharing" "comment" and other social functions of the online payment products;pay more attention to the quality of information in each link of the payment value chain and integrate consumer decision,payment clearing,wealth management,data analysis,and other functions as one locked-loop and comprehensive financial payment ecosystem;provide smart and convenient payment services for users with the support of constructing Smart City systems,especially the intelligent community System;"Dual integration" development in the 020 consumption,provide the combination of "online order":and "offline payment" with multi-dimensional approaches in payment.