A Study On User's Acceptance Behavior To Mobile Payment

The mobile payment has been widely appreciated from the academic to the practice areas in the field of mobile commerce business. With the growing popularity of mobile terminals, mobile payment provides consumers with the convenience which can't be provided by the traditional methods of payment. Now mobile payment is popular in some other countries. But in China mobile payment is still not accepted by most consumers though some province operators have promoted mobile payment vigorously. So to improve consumers'acceptance of mobile payment has become very important and urgent.This dissertation investigates the consumer view of the impact factors of mobile payment. Study is based on the TAM model which is most widely used in the field of user's acceptance. And some improvement according to the specific characteristics of mobile payment is made in the TAM model. And this dissertation has given three influencing factors of the perceived trust:trust propensity, institution-based trust, trust to service providers. The hypothesis will be validated by the empirical analysis and the conclusion will be made.The empirical research results are as follows.1) The results validate the TAM model. Confirmed that the perceive usefulness has influence on the consumer attitudes, and consumer attitudes influence consumer behavior through the indirect effects of intention to actual use. 2) The results validate the consumer perceived trust does influence consumer attitudes and thus indirectly affect the consumer's actual use. And this dissertation has given the factors that influence consumer perceived trust.3) The results also demonstrate the trial of mobile payment can only indirectly influence consumer attitudes through perceived usefulness but cannot have direct impact on consumers attitudes.Finally, this article summarizes the results of empirical analysis and gives some marketing strategies of mobile payment suggestions based on the results of the empirical analysis.