An empirical research on the external influencing factors for consumers'adopting electronic payment platform [consumers'adopting electronic payment platform read as consumers' adoption of electronic payment platform

Abstract

An empirical study on the external influencing factors for consumers' adoption of electronic payment platform is performed. As a result, 12 external factors which effect on consumers' adoption of electronic payment platform were found by factor analysis method. By the filtration of the logistic regression equation, four factors, i.e. the consumers' economic conditions, external force, experience of unconventional shopping and expectation of saving, are proved to significantly effect on consumers' adoption of electronic payment platform. Finally, according to the results with logistic regression, some marketing strategies are put forward to improve the marketing performance of the electronic payment platform.