| With the 3G put into operation and the size of the market continues to expand in China, the mobile payment will be the general trend. In front of a huge market potential, China Mobile, China Telecom, China Unicom, they have vied for mobile payment services, and have entered the commercial phase of trial. However, in this fierce battle of mobile payment, carriers how to combine its own characteristics, effective promotion of mobile payment? What factors have a major impact on the mobile payment? How can operators to upgrade their own core competency in mobile payment area? These become an important issue to be resolved to all of carriers at this stage.The physical laws of diffusion in nature apply to the process of mobile payment in communications industry. Many factors affect the speed of diffusion processes of mobile payment. The innovation diffusion theory innovatively applied to the the mobile payment area in communications industry to study theb impact factors, which means the deciding factor that telecom operators to improve their own competitiveness in the mobile payment area.In this paper, based on innovation diffusion system structure, the impact factors of mobile payment has been extracted, combined with mobile payment features and innovation diffusion theory. Use these factors, author build the model of factors impacting on mobile payment diffusion, and put forward some hypothetieal proposition.Then, author uses questionnaire survey, structurale quation modeling and other methods to make empirical researeh, test and verify the model and hypothetical proposition, and draws affective signifieance and strength of factors impacting on mobile payment diffusion.According to affective strength,12 factors are divided into three categories (key-factors, secondary-factors and weak-factors). At last, aiming at key factors author proposed some of marketing proposals to help carriers to upgrade their competitiveness in moble payment area. |
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