基于使用意愿调查的第三方支付平台发展模式研究

Research on the Development Model of the Third Party Payment Platform Based on the Survey of Willingness

移动第三方支付高速发展的同时,也给线下的金融体系造成了一定程度的冲击。政府相关部门已开始对线上支付模式进行相应的政策监控,比如提现和转账收费。本文针对收费性政策下顾客对支付平台使用意愿展开调查,发现平台收费将会影响顾客对平台的使用态度,但由于平台具有使用黏性,大部分顾客的使用意愿将不会改变;平台功能性、经济性、安全性、便利性、主观规范等关键因素对顾客使用意愿有显著影响。本文认为第三方支付平台应从以上关键因素入手来寻求发展。

The mobile third party payment has achieved rapid growth. However, the third party payment platform also has a cer- tain impact on the financial system under line. The government has also begun to monitor the online payment model, such as cash with- drawals. This thesis investigates the use of willingness to pay for the payment platform under the charging policy. It has been found that platform charges will affect customer attitudes towards the use of the platform, but most customers will not change their will to use be- cause the platform has the use of stickiness. The thesis concludes that the key factors such as platform function, economy, safety, con- venience and subjective norm have significant influence on customer use intention. The platform should start from the key factors to seek further development.