Study Of Factors Affecting Consumer Intention To Use Mobile Payment Services

With the rapid development of Internet technology 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 e-business. Payment functions as an extremely important procedure and key process, and the development of mobile e-business has inevitably exerted great influence on its birth and application. As a brand-new way of payment, mobile payment is now attracting more and more attention by its convenience and individuation. However, compared with the wide spread mobile payment in Japan, Korean and some European countries, this service still remains in the initial stage and most consumers cannot accept and utilize it. Therefore, how to promote consumers' interest in this new service appears to be the most urgent affair.This thesis aims to probe into consumers' adoption intentions of mobile payment and the factors which influence consumers' intentions. After reading and analyzing a large amount of relevant literature, the author attempts to discuss and explore those influential factors and the extent to which consumers are affected by introducing Technology Acceptance Model (TAM) and by integrating the Theory of Reasoned Action (TRA) , Theory of Planned Behavior (TPB) , Innovation Diffusion Theory, and Perceived Risk to seek for a new model. With the mobile payment type as adjust variable and demographic variable as control variable, the author further conducts an empirical analysis of the factors which exert great influence on consumers' adoption intention of mobile payment.Two groups of people participated in this research: students from several universities in Hangzhou and young office workers from corporations and enterprises. The research was conducted through both traditional paper questionnaires and electronic questionnaires, among which 264 valid copies were collected in all. After data analysis and statistic discussion, the author has mainly elicited the following statements:(1). The factors that affect consumers" adoption intention of mobile payment business include perceived usefulness, subjective norm, consumers' innovation, and adoption attitude. Among these factors, attitude plays the leading role and subjective norm follows.(2). The factors that affect consumers" adoption attitude of mobile payment business include perceived usefulness, perceived ease, compatibility and consumers'innovation. There is no necessary relevance between perceived risk and perceived usefulness.(3). The factors that affect consumers' perceived usefulness of mobile payment business include perceived ease and subjective norm. There is no necessary relevance between perceived risk and perceived usefulness.(4). Payment types can adjust the relationship between compatibility and adoption attitude and that between subjective norm and adoption attitude. Factors that affect adoption attitude function differently as Payment types differs.(5). Demographic variable function differently in the dimension of factors that affect consumers' adoption intention of mobile payment.Finally, based on this research, this thesis puts forth several proposals for promoting and spreading mobile payment business.