Research on Competitive Strategy of Third-Party Online Payment in the Consumer Market

结合双边市场理论和综合技术接受理论(UTAUT)，对第三方网络支付平台C端市场(个人用户市场)的竞争现状进行分析，构建结构方程模型(SEM)，研究个人用户使用第三方网络支付的影响因素。调查数据及实证结果表明：按照影响程度的大小，影响个人用户使用第三方网络支付的因素为绩效期望、社会影响、感知风险，其中感知风险存在负向影响，努力期望对绩效期望存在正向影响，网络效应正向影响努力期望与绩效期望。基于个人用户的使用行为和归属结构，从价格竞争、非价格竞争两个角度提出第三方网络支付平台在C端市场的竞争策略。 This paper analyzes the competition of third-party online payment in the consumer market and uses the UTAUT theory and the bilateral market theory to construct a structural equation model (SEM) for the analysis of influencing factors of individual users’ behavior toward third-party online payment. The questionnaires and data analysis show that the factors, ranked in accordance with influence degree, including performance expectancy, social influence and perceived risk, and meanwhile perceived risk have significant negative influence on behavioral intention. The performance expectancy is influenced by effort expectancy, and the network effect has positive influence on performance expectation and effort expectation. Based on the characteristics of users' behavior, relative competitive strategies of third-party online payment in the consumer market are put forward.