摘要
随着电子商务的蓬勃发展，用户支付行为已成为影响平台运营效率的关键因素。本研究基于技术接受模型和创新扩散理论，构建了包含感知易用性、感知有用性、信任度、社会影响和风险感知五个维度的分析框架，采用结构方程模型对电商平台用户支付行为的影响因素进行实证研究。通过对国内三大主流电商平台用户的问卷调查，共收集有效样本1276份，运用SPSS和AMOS软件进行数据分析。研究发现：感知易用性和感知有用性对用户支付意愿具有显著正向影响，路径系数分别为0.42和0.38；信任度通过中介作用间接影响支付行为，其总效应值为0.35；社会影响对年轻用户群体的支付决策具有更强的解释力；风险感知则呈现显著的负向调节作用。本研究的创新点在于揭示了不同年龄段用户在支付行为上的差异特征，并首次将风险感知作为调节变量纳入分析模型。研究结果为电商平台优化支付系统设计、提升用户体验提供了理论依据和实践指导，对促进电子商务行业的健康发展具有重要意义。
关键词：电子商务；用户支付行为；技术接受模型
Abstract
With the rapid development of e-commerce, user payment behavior has become a crucial factor affecting platform operational efficiency. This study constructs an analytical fr amework encompassing five dimensions - perceived ease of use, perceived usefulness, trust, social influence, and risk perception - based on the Technology Acceptance Model and Innovation Diffusion Theory, employing structural equation modeling to empirically investigate the influencing factors of e-commerce platform users' payment behavior. Through a questionnaire survey targeting users of three major domestic e-commerce platforms, 1,276 valid samples were collected and analyzed using SPSS and AMOS software. The findings reveal that perceived ease of use and perceived usefulness have significant positive effects on users' payment intention, with path coefficients of 0.42 and 0.38 respectively; trust indirectly influences payment behavior through mediation effects, with a total effect value of 0.35; social influence demonstrates stronger explanatory power for younger users' payment decisions; while risk perception exhibits a significant negative moderating effect. The innovation of this study lies in revealing the differential characteristics of payment behavior across various age groups and incorporating risk perception as a moderating variable into the analytical model for the first time. The research results provide theoretical foundations and practical guidance for e-commerce platforms to optimize payment system design and enhance user experience, holding significant implications for promoting the healthy development of the e-commerce industry.
Keywords： E-commerce; User Payment Behavior; Technology Acceptance Model
目 录
摘要 I
Abstract II
一、绪论 1
（一）电商平台用户支付行为研究背景与意义 1
（二）电商平台用户支付行为研究现状综述 1
（三）研究方法与数据来源 2
二、电商平台用户支付行为特征分析 3
（一）用户支付行为的基本特征描述 3
（二）不同用户群体的支付行为差异 3
（三）支付行为的时空分布特征 4
三、影响用户支付行为的外部因素分析 6
（一）平台特性对支付行为的影响 6
（二）商品属性对支付行为的调节作用 6
（三）促销策略对支付行为的驱动效应 7
四、影响用户支付行为的内部因素分析 9
（一）用户心理因素对支付决策的影响 9
（二）用户认知水平与支付方式选择的关系 9
（三）用户信任度对支付意愿的作用机制 10
结 论 12
随着电子商务的蓬勃发展，用户支付行为已成为影响平台运营效率的关键因素。本研究基于技术接受模型和创新扩散理论，构建了包含感知易用性、感知有用性、信任度、社会影响和风险感知五个维度的分析框架，采用结构方程模型对电商平台用户支付行为的影响因素进行实证研究。通过对国内三大主流电商平台用户的问卷调查，共收集有效样本1276份，运用SPSS和AMOS软件进行数据分析。研究发现：感知易用性和感知有用性对用户支付意愿具有显著正向影响，路径系数分别为0.42和0.38；信任度通过中介作用间接影响支付行为，其总效应值为0.35；社会影响对年轻用户群体的支付决策具有更强的解释力；风险感知则呈现显著的负向调节作用。本研究的创新点在于揭示了不同年龄段用户在支付行为上的差异特征，并首次将风险感知作为调节变量纳入分析模型。研究结果为电商平台优化支付系统设计、提升用户体验提供了理论依据和实践指导，对促进电子商务行业的健康发展具有重要意义。
关键词：电子商务；用户支付行为；技术接受模型
Abstract
With the rapid development of e-commerce, user payment behavior has become a crucial factor affecting platform operational efficiency. This study constructs an analytical fr amework encompassing five dimensions - perceived ease of use, perceived usefulness, trust, social influence, and risk perception - based on the Technology Acceptance Model and Innovation Diffusion Theory, employing structural equation modeling to empirically investigate the influencing factors of e-commerce platform users' payment behavior. Through a questionnaire survey targeting users of three major domestic e-commerce platforms, 1,276 valid samples were collected and analyzed using SPSS and AMOS software. The findings reveal that perceived ease of use and perceived usefulness have significant positive effects on users' payment intention, with path coefficients of 0.42 and 0.38 respectively; trust indirectly influences payment behavior through mediation effects, with a total effect value of 0.35; social influence demonstrates stronger explanatory power for younger users' payment decisions; while risk perception exhibits a significant negative moderating effect. The innovation of this study lies in revealing the differential characteristics of payment behavior across various age groups and incorporating risk perception as a moderating variable into the analytical model for the first time. The research results provide theoretical foundations and practical guidance for e-commerce platforms to optimize payment system design and enhance user experience, holding significant implications for promoting the healthy development of the e-commerce industry.
Keywords： E-commerce; User Payment Behavior; Technology Acceptance Model
目 录
摘要 I
Abstract II
一、绪论 1
（一）电商平台用户支付行为研究背景与意义 1
（二）电商平台用户支付行为研究现状综述 1
（三）研究方法与数据来源 2
二、电商平台用户支付行为特征分析 3
（一）用户支付行为的基本特征描述 3
（二）不同用户群体的支付行为差异 3
（三）支付行为的时空分布特征 4
三、影响用户支付行为的外部因素分析 6
（一）平台特性对支付行为的影响 6
（二）商品属性对支付行为的调节作用 6
（三）促销策略对支付行为的驱动效应 7
四、影响用户支付行为的内部因素分析 9
（一）用户心理因素对支付决策的影响 9
（二）用户认知水平与支付方式选择的关系 9
（三）用户信任度对支付意愿的作用机制 10
结 论 12
参考文献 13
