Research Of Mobile Payment User Behavior Based On Perceived Risk

With the popularization of mobile devices and rapid development ofmobile commerce, mobile payment as a new payment, with convenient, quickwai t for an advantage, more and more consumers in China gradually go to usemobile payment.But compared to japan-ko rea countries and the European andAmerican countries, mobile payment in China's development is acceptable, ithad to introduce thinking. Therefore, it is necessary to a comprehensive studyon the factors which affect Chinese consumers'use behavior for mobilepayment. Although mobile payment value chain involves multiple benefitmain body and its use environment is quite complex, the main reason whichgenerally affect consumers use mobile payment is the risk factors.So thisarticle's research mainly focuses on perceved risk factors that influenceconsumer use mobile payment.From microcosmic point of view, we verify the role path from eightkinds of perceived risk and perceived usability to consumers'using mobilepayment, it concluded that risk factors significantly influence consumers'usemobile payment were perceived lega l risk, perceived economic risk andperceived technology risk; and then discusses the three type of consumerfeatures after clustering, compareing the main influence perceived riskbetween the three and overall consumers; On the basis of above studies putsforward corresponding countermeasures.Firstly, on the foundation of reading a number of references, wesummarizes the concepts and dimensions of perceived risk, the classificationand development situation for mobile payment and other involvement theory,and finds that there exists mainly eight kinds of risks in mobile payment useprocess, then combining previous research, provides the concept model basedon the perceived risk, and the theory hypotheses are also pro pos ed.Next, Analyzed the data by questionnaire investigation, structuralequation model, and clustering analysis method.The major findings of thisstudy are summarized as following:①The main perceived risks negativeinfluence on consumers'using mobile payment were perceived technology risk, perceived economic risk and perceived legal risks;②Perceived ease-ofusecan significantly poseitive influence on the willingness of consumersusing mobile payment;③Clustering analysis will classified consumers intoposeitive type, experienced, conservative type three kinds;④Negativeinfluenced of the perceived risk for the three type consumers are basically thesame with overall research results, but the influence degree of order isdifferent.Then, based on the research results, we offer helpful guidance forimproving the willingness of consumers using mobile payment, from threeperceived risk that significant negative influence consumers'using mobilepayment.In closing, significant limitations are recognized, and future researchdirections suggested.