本文選題：第三方支付 + 用戶采納決策��； 參考：《浙江師范大學(xué)》2015年碩士論文

【摘要】：近年來,隨著電子商務(wù)的快速發(fā)展,第三方支付平臺也逐漸興起。第三方支付作為電子商務(wù)交易中的信用中介,能夠有效地解決買賣雙方信息不對稱而引發(fā)的博弈,從而解決網(wǎng)絡(luò)交易的誠信問題,與電子商務(wù)的發(fā)展起到相互促進(jìn)的作用。截止2014年7月,央行已累計發(fā)放269張第三方支付牌照,第三方支付平臺間的競爭日趨激烈,如何在激烈的市場競爭中占據(jù)一席之地對平臺企業(yè)而言至關(guān)重要。由于網(wǎng)絡(luò)效應(yīng)的作用,第三方支付平臺的用戶越多,平臺的競爭力就越強(qiáng),因此,用戶對平臺的生死存亡起到了關(guān)鍵作用�；谏鲜霰尘�,本文研究了影響用戶采納第三方支付平臺的因素,并將其分為內(nèi)部因素和外部因素展開研究,其中,內(nèi)部因素指的是第三方支付平臺自身提供的服務(wù)流程,外部因素則是指口碑效應(yīng)和交叉網(wǎng)絡(luò)效應(yīng)。并構(gòu)建了4個概念模型：(1)服務(wù)流程對用戶采納決策影響模型；(2)口碑效應(yīng)對用戶采納決策影響模型；(3)交叉網(wǎng)絡(luò)效應(yīng)對買方采納決策影響模型；(4)交叉網(wǎng)絡(luò)效應(yīng)對賣方采納決策影響模型。通過線上線下相結(jié)合的問卷調(diào)查方式,分別收集有效問卷256份、227份、204份和153份,運(yùn)用SPSS19.0,AMOS21.0對所得數(shù)據(jù)進(jìn)行信度、效度分析、因子分析及模型的檢驗(yàn),通過結(jié)構(gòu)方程模型來分析這些因素是否影響用戶采納第三方支付平臺,影響程度如何。通過實(shí)證研究,本文發(fā)現(xiàn)內(nèi)外部兩個因素對第三方支付平臺用戶采納決策均有一定影響：(1)認(rèn)證和幫助流程顯著正向影響用戶采納決策；(2)接收者信任傾向顯著正向影響其采納決策；(3)賣方的數(shù)量及其所提供的產(chǎn)品數(shù)量顯著正向影響其買方采納決策,買方的數(shù)量顯著正向影響賣方采納決策。本文的理論價值體現(xiàn)在以下3個方面：(1)提出了從內(nèi)外部因素來研究用戶對第三方支付平臺的采納,為研究平臺的采納和擴(kuò)散提供了新視角；(2)豐富了第三方支付平臺服務(wù)流程理論,并得出與以往認(rèn)知大相徑庭的結(jié)論,即第三方支付平臺的大多數(shù)服務(wù)流程對用戶采納決策無顯著影響；(3)對交叉網(wǎng)絡(luò)效應(yīng)的影響因素進(jìn)行擴(kuò)充,進(jìn)一步推動了雙邊平臺領(lǐng)域的實(shí)證研究,為研究平臺的采納和擴(kuò)散提供一些可資借鑒之處。除理論價值外,本文還具有一定的實(shí)際應(yīng)用價值,平臺的管理者可以根據(jù)本文得出的結(jié)論,從平臺自身所提供的服務(wù)流程這一內(nèi)部因素以及交叉網(wǎng)絡(luò)效應(yīng)和口碑效應(yīng)這兩個外部因素對用戶采納決策的影響來制定和執(zhí)行其營銷推廣策略以獲取更多用戶：(1)優(yōu)化平臺服務(wù)流程,特別是認(rèn)證流程和幫助流程,以獲取新用戶、提高老用戶的忠誠度；(2)大力普及平臺的主要功能及服務(wù)流程,鼓勵和引導(dǎo)有專業(yè)背景的用戶傳播該平臺；(3)根據(jù)財務(wù)預(yù)算選擇性投資買賣方用戶,通過增加一方用戶的數(shù)量來吸引另一方用戶加入該平臺。
[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.
【學(xué)位授予單位】：浙江師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F832.2

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