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In the digital era, new financial technologies and big data are accelerating the development of financial transactions. With the rise of e-commerce transactions, the financial industry has come to recognize that banking as a service can be seamlessly integrated into any scenario, thanks to disruptive innovation driven by electronic and third-party payments. This study aims to examine the consumer acceptance of third-party payment systems offered by electronic payment platforms for e-commerce, as well as their continued usage in the context of digital transformation in finance. This study employed the questionnaire survey method, and it distributed questionnaires to consumers who have used third-party payment systems. A total of 332 valid questionnaires were collected. The results indicate that user acceptance of innovative technologies and various external variables (e.g., the user's external environment, internal characteristics, and information system quality) were significantly positively correlated with perceived usefulness, perceived ease of use, and behavioral intention regarding the electronic payment behaviors of consumers. Based on the empirical results, this study proposes important managerial implications for the financial industry and e-commerce platforms in promoting electronic payment innovation. [ABSTRACT FROM AUTHOR]