Modeling And Empirical Studies On Mobile Payment Technology Adoption Based On Utaut Theory

With the rapid development of Internet teleology and mobile communications, as well as the extensive use of such Portable terminal devices as mobile Phone and PDA, the mobile commerce has made its appearance and been developing as a new Trend of traditional business. Mobile Payment refers to the process of purchasing practical or non-practical goods and service. Purchasers use mobile terminals such as the cell phone, PDA, mobile POS to exchange data information with the financial network through mobile network to achieve the fund-transfer. The mobile payment not only brings the convenient and diversified services to consumers but also stimulates the relevant industries to develop. Compared with some countries such as Japan and Korean where the service of payment has been widely accepted, this service in our country still stays in the initial stage and hasn't been widely accepted, although we have the largest mobile phone user group and the large market. Therefore, how to promote consumers' interest in this new service appears to be the most urgent affair。In order to study user's "Behavior Intention" and "Actual Use" in the mobile payment, this paper has build a theoretical model based on Unified Theory of Acceptance and Use of Technology (UTAUT) with the theory of Perceived Risk. The study did an empirical research using SPSS and LISREL as the main tools to do the data descriptive analysis, reliability and validity analysis, fit-indices test, and hypotheses test. At last, the direct and indirect effect of all the factors involved in this model to consumer behavior is showed to us。This Paper is divided into five Parts:Part1 describes the main concepts involved in this study and research ideas; Part2 includes a review about relevant theory and literature; Part3 established a information technology model about Mobile payment, and also raised the research hypothesizes; Part4 used the Professional statistical methods of Structural Equation Model to conduct demonstration test of the model and hypothesizes developed in this paper; Part5 made the summary of the full article。Throughout the above five Parts of the study, this paper finds out the various factors that will affect the consumers'acceptance of mobile payment applications, and also Provides the marketing proposals, what is the purpose of the study.