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摘要随着互联网和电子商务的发展,使用网络购物的用户的越来越多，从而导致用户的支付方式也越来越多。这给电子商务第三方支付平台提供了有利的发展环境。同时随着跨境电商的开展，越来越多的用户选择了海淘的购物方式，跨境电子商务第三方支付平台也在不断的发展。通过研究跨境电子商务第三方支付平台的影响因素，及其对用户使用意愿的影响，提出一些对此类平台的改善意见。48452
鉴于此，本文结合前人的相关研究，综合客户满意度理论、技术接受模型与感知风险理论，构建了本文的研究模型和假设,并对189位海淘用户进行了问卷调查,利用回归分析法来进行数据处理和分析。得出了跨境电子商务第三方支付平台用户使用意愿的主次影响因素。并对此类平台提出了加强市场推广、完善信息管理、提高服务质量等相关建议。
With the development of Internet and electronic commerce, more and more users are using online shopping, which leads to more and more users. This provides a favorable environment for the development of electronic commerce third party payment platform. At the same time with the development of cross-border electricity suppliers, more and more users choose the sea Amoy shopping way, cross-border e-commerce third party payment platform is also in constant development. By studying the influence factors of cross border e-commerce third party payment platform, and its influence on users' willingness to use, some suggestions for improving the platform are put forward.
In view of this, based on the previous research, integrated customer satisfaction theory, technology accept model and perceived risk theory, constructs the research model and hypotheses, and 189 sea Amoy users conducted a survey of, using regression analysis method to carry out data processing and analysis. The primary and secondary influencing factors of users' willingness to use in the third party payment platform of cross-border e-commerce. And puts forward some suggestions such as strengthening marketing, improving information management and improving service quality.
毕业论文关键词：第三方支付；影响因素；回归分析；建议
Keyword: Third party payment； influence factors； regression analysis；suggest
目 录
1.引言 2
1.1研究背景及意义 2
1.3研究内容和方法 5
1.4论文创新点 5
2.相关理论 6
2.1客户满意度理论 6
2.2技术接受模型 7
2.3感知风险理论 8
3构建模型与影响因素分析 9
3.1研究模型与问卷设计 9
3.2变量描述性分析 12
3.3信度及效度分析 14
3.4因子分析 15
3.5相关分析 18
3.6回归分析 18
4.研究结论与建议 20
4.1研究结论 20
4.2跨境电子商务第三方支付平台发展建议 20
致 谢 22
参考文献 22
附件一：调查问卷