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]

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.