Research On The Choose Influencing Factors Of The Use Of Network Payment Platform

In recent years,with the development of e-commerce and Internet finance,the online payment market has achieved rapid growth,and China's online payment platform has begun to flourish.With the extensive promotion and use of online payment,online payment platform between the increasingly fierce competition,how to further expand the user scale and consolidate customer base,develop loyal customer base,has become a major network payment platform,especially Alipay and WeChat to pay the big two primary concern.Therefore,this article from the perspective of the audience,the online payment platform competition situation as the research background,with Alipay and WeChat to pay as an example,for the user to choose online payment platform factors was studied,with some innovations in research on vision.From the current domestic and foreign scholars' research,some scholars believe that when users choose to use the network payment platform,they generally take the perceived usefulness,perceived ease of use and perceived risk as a measure standard,and choose the payment platform that most meet the actual needs of their own.Some scholars also introduce variables such as network externality and subjective norms in the study,and take demographic variables as control factors.Users use Alipay or WeChat payment platform in the selection,in addition to the impact of perception factors of the platform,but also by the social environment(subjective norm)factors,online payment as a part of the network economy,but also by the impact of network externalities.Therefore,this paper,taking the two variables as perceived usefulness,perceived ease of use and perceived risk,joins the network externalities and subjective norms to further explore the mechanism of the network payment users' choice to use the network payment platform,which is in line with the research direction of today's academia and the network payment platform operators It is of great practical significance to win customers and consolidate customer relationship.On the basis of literature research,this paper puts forward 3 sets of 9 hypotheses.The empirical study shows that perceived usefulness and perceived ease of use have a significant positive impact on user selection behavior,and perceived risk has no significant impact on user selection behavior.Network externalities and subjective norms play a positive regulatory role in the impact of user perceived usefulness on choice behavior,and it plays a negative regulatory role in the impact of perceived ease of use on choice behavior,and does not play a regulatory role in the impact of user perceived risk on choice behavior.Users of different age groups and different network payment experience have significant differences in the perception of using network payment platform.