An Empirical Research on the Factors Affecting Consumers to Pay Online under B to C Environment

Online payment platform is able to provide a variety of payment services , can support a variety of terminal equipment , new payment methods , the main direction of the future development of online payment . More and more consumers recognize and accept online payments , but because of the many problems exist in the payment system has hindered the development of online payment . With the development of electronic commerce and consumer demand , the impact of increasingly complex factors that consumers pay online . In this paper, based on market research , the empirical study of consumers use online payment platform influencing factors . The article first on the basis of the pre - survey , the use of the indicators of the factor analysis of questionnaire analysis and were adjusted accordingly , the use of adjusted questionnaire large sample survey to obtain the raw data . Secondly , through the establishment of the factor analysis model , gain influence consumers use online payment platform seven common factor ; logistic regression model further screened three factors more significant for consumers to use online payment platform affect payment platform reputation convenience , consumers' appetite for risk . Finally, according to the two criteria of substantial factors and controllable payment platform from the three significant influencing factors selected payment platform reputation , the convenience of two factors , through the establishment of the Hierarchical Linear Model points layer analysis , to explore these two significant degree of influence factors between different groups of customers whether there are significant differences ; marketing strategy and in accordance with the model results . The results of this study the actual operations of the online payment platform has a certain reference and guidance .