Dissertation > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods

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

Author WangXiuFang
Tutor JiaoJianLing
School Hefei University of Technology
Course Management Science and Engineering
Keywords Online payment Factor Analysis logistic regression Hierarchical Linear Model
CLC F224
Type Master's thesis
Year 2009
Downloads 211
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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 .

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