第三方支付平台用户采纳决策影响实证研究

发布时间：2018-06-08 06:26

本文选题：第三方支付 + 用户采纳决策　；参考：《浙江师范大学》2015年硕士论文

【摘要】：近年来,随着电子商务的快速发展,第三方支付平台也逐渐兴起。第三方支付作为电子商务交易中的信用中介,能够有效地解决买卖双方信息不对称而引发的博弈,从而解决网络交易的诚信问题,与电子商务的发展起到相互促进的作用。截止2014年7月,央行已累计发放269张第三方支付牌照,第三方支付平台间的竞争日趋激烈,如何在激烈的市场竞争中占据一席之地对平台企业而言至关重要。由于网络效应的作用,第三方支付平台的用户越多,平台的竞争力就越强,因此,用户对平台的生死存亡起到了关键作用。基于上述背景,本文研究了影响用户采纳第三方支付平台的因素,并将其分为内部因素和外部因素展开研究,其中,内部因素指的是第三方支付平台自身提供的服务流程,外部因素则是指口碑效应和交叉网络效应。并构建了4个概念模型：(1)服务流程对用户采纳决策影响模型；(2)口碑效应对用户采纳决策影响模型；(3)交叉网络效应对买方采纳决策影响模型；(4)交叉网络效应对卖方采纳决策影响模型。通过线上线下相结合的问卷调查方式,分别收集有效问卷256份、227份、204份和153份,运用SPSS19.0,AMOS21.0对所得数据进行信度、效度分析、因子分析及模型的检验,通过结构方程模型来分析这些因素是否影响用户采纳第三方支付平台,影响程度如何。通过实证研究,本文发现内外部两个因素对第三方支付平台用户采纳决策均有一定影响：(1)认证和帮助流程显著正向影响用户采纳决策；(2)接收者信任倾向显著正向影响其采纳决策；(3)卖方的数量及其所提供的产品数量显著正向影响其买方采纳决策,买方的数量显著正向影响卖方采纳决策。本文的理论价值体现在以下3个方面：(1)提出了从内外部因素来研究用户对第三方支付平台的采纳,为研究平台的采纳和扩散提供了新视角；(2)丰富了第三方支付平台服务流程理论,并得出与以往认知大相径庭的结论,即第三方支付平台的大多数服务流程对用户采纳决策无显著影响；(3)对交叉网络效应的影响因素进行扩充,进一步推动了双边平台领域的实证研究,为研究平台的采纳和扩散提供一些可资借鉴之处。除理论价值外,本文还具有一定的实际应用价值,平台的管理者可以根据本文得出的结论,从平台自身所提供的服务流程这一内部因素以及交叉网络效应和口碑效应这两个外部因素对用户采纳决策的影响来制定和执行其营销推广策略以获取更多用户：(1)优化平台服务流程,特别是认证流程和帮助流程,以获取新用户、提高老用户的忠诚度；(2)大力普及平台的主要功能及服务流程,鼓励和引导有专业背景的用户传播该平台；(3)根据财务预算选择性投资买卖方用户,通过增加一方用户的数量来吸引另一方用户加入该平台。
[Abstract]:In recent years, with the rapid development of e-commerce, third-party payment platform is also gradually rising. As a credit intermediary in e-commerce transactions, third-party payment can effectively solve the game caused by asymmetric information between buyers and sellers, thus solve the problem of integrity of network transactions and promote the development of electronic commerce. As of July 2014, the central bank has issued 269 third-party payment licences, and the competition between third-party payment platforms is becoming increasingly fierce. How to occupy a place in the fierce market competition is crucial for platform companies. Because of the network effect, the more users of the third-party payment platform, the stronger the competitiveness of the platform, therefore, the user plays a key role in the survival of the platform. Based on the above background, this paper studies the factors that affect the user's adoption of the third-party payment platform, and divides it into internal and external factors, in which internal factors refer to the service flow provided by the third-party payment platform itself. External factors are word-of-mouth effect and cross-network effect. And constructed four conceptual models: 1) the influence model of service flow on the decision of user's adoption (/ 2) the influence model of word-of-mouth effect on user's adoption decision model / model, respectively. Adopt decision impact model. Two hundred and twenty-two valid questionnaires were collected by the online and offline questionnaires, including 204 and 153 valid questionnaires. The reliability, validity, factor analysis and model test of the data were analyzed by SPSS 19.0 / AMOS21.0, respectively. The structural equation model is used to analyze whether these factors affect the user's adoption of third-party payment platform. Through empirical research, This paper finds that both internal and external factors have a certain influence on the user adoption decision of third-party payment platform. (1) Authentication and help flow have a significant positive impact on the user adoption decision A) receiver's trust tendency has a significant positive impact on his adoption decision. The quantity of the seller and the quantity of the products provided significantly positively affects the decision of the buyer to adopt, The buyer's quantity significantly positively affects the seller's adoption decision. The theoretical value of this paper is embodied in the following three aspects: 1) this paper proposes to study the adoption of third-party payment platform by users from internal and external factors. It provides a new perspective for the adoption and diffusion of the platform. It enriches the service flow theory of the third-party payment platform, and draws a conclusion which is quite different from previous cognition. That is, most of the service flow of the third-party payment platform has no significant influence on the user adoption decision. (3) it expands the influence factors of the cross-network effect, and further promotes the empirical research in the field of bilateral platform. It provides some references for the adoption and diffusion of the research platform. In addition to the theoretical value, this paper also has a certain practical application value, the platform managers can be based on the conclusions reached in this paper, From the internal factor of the service flow provided by the platform itself and the influence of the two external factors, the cross-network effect and the word-of-mouth effect, on the user's adoption decision, the author designs and implements its marketing promotion strategy to get more users. Optimize platform service flow, In particular, the authentication process and the help process to obtain new users, to improve the loyalty of old users / 2) vigorously popularize the main functions and service processes of the platform, Encourage and guide users with professional background to disseminate the platform / 3) selectively invest in buyers and sellers according to the financial budget, and attract users to join the platform by increasing the number of users on one side.
【学位授予单位】：浙江师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F832.2

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