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A Study On Influential Factors In Consumer Acceptance Of Mobile Payment Of Mobile Payment

Posted on:2013-02-17Degree:MasterType:Thesis
Country:ChinaCandidate:Y Z YiFull Text:PDF
GTID:2219330371967777Subject:Business management
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With the rapid development of mobile communication technology and mobile Internet technology, mobile payment as a new conception is being recognized by Chinese consumers. As a key section of the mobile commerce industry, mobile payment has received positive review from the industry experts; however, Its development speed is far behind the expectation of the public with years of promotion. Various reasons could be accounted for this phenomenon, among which the consumers'suspicion and hesitation is the critical factor. Therefore, it is vital important to investigate the factors that may influence consumers'acceptance and using of mobile payment, as well as to cultivate the consumers'interests.This paper is aimed to analyze and discuss the factors that could influence individual-consumers'acceptance of mobile payment. Based on literature reviews of the previous research, the paper constructs a new theoretical model about the acceptance and use of mobile payment, by applying UTAUT model, context theory and perceives risk theory.After a national online sample survey focused on the consumers behavior towards mobile payment,350copies of valid questionnaires have been collected to be the source of data for this research. Then the hypotheses and research model is examined with SPSS16.0and AMOS6.0data analysis. In addition, a contrast analysis is conducted between the sample groups with and without using experience. The conclusions are as follows:(1) Consumer's intention to use mobile payment is directly influenced by four factors, namely in order of the size of effect, performance expectation, social influence, effort expectation and perceived risk.(2) Use context exerts indirect impact on consumers'intention to use mobile payment through its significant and positive effection performance expectation and effort expectation, preceded only by effort performance.(3) Facilitating Conditions shows merely positive impact on consumers'using intention of mobile payment that its role is not significant in practice perspective.(4) Consumers'behavior intention generates huge positive influence on consumer's using behavior of mobile payment.Ultimately, suggestions have been proposed for the promotion and development of mobile payment business; limitation of this research and prospect of further research are also discussed on the basis of the findings.
Keywords/Search Tags:mobile payment, UTAUT model, use context, perceived risk, structuralequation model
PDF Full Text Request
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