Customer's Adoption Decision Analysis Of Mobile Banking Service And Research Of Pricing Strategy

With the growing number of mobile users in recent years, at the end of July 2010, the Mainland of China mobile phone users has been more than 800 million; Currently, China is developing the third generation mobile communication (3G) mobile network in a large-scale way, marking China's formal entry into the 3G era. In such a large group of mobile users, based on context and the 3G era, China has been in the rapid development of mobile commerce. Being Convenient and low-paid, mobile banking financial services based on WAP, SMS or 3G are being more and more popular. Although the mobile financial services are being vigorously carried forward, compared with the huge mobile phone subscriber and customer of personal services, users of mobile financial services are still quite small. Being Convenient and low-paid, mobile banking financial services based on WAP, SMS or 3G are being more and more popular.According to TAM, the reason why bank customers have intention to accept mobile banking financial services were explored from five aspects, perceived usefulness, perceived ease of use, perceived usability, consume concept and consumer experience. The effects of these factors on the intention to using mobile banking financial services were studied by SEM. On this basis, extract the price as a factor for the further research, and then built the pricing model of mobile financial services combining with the priority pricing theory of information services. Finally, propose targeted promotion and publicity proposals based on this pricing model.