Research On The Factors Influencing Mobile Payment Behavior Of Young Users

As a new form of payment, the mobile payment is the product of the combination of Internet technology and communication technology. Mobile Payment refers to the process of purchasing goods or service when purchasers use mobile terminals including cell phones, PDA, mobile POS to exchange financial data through mobile network to achieve the purpose of funds transfer. Compared to online payment, mobile payment can provide more diversified services and its unique rapid and convenient form can simplify the processes greatly. With the increasing development of mobile phones and other mobile tools, mobile payment has been more and more applications. However, due to various factors, mobile payment is not very popular in our country. Therefore, the analysis of the factors that influence user’s acceptance of mobile payment services is extremely urgent.According to previous studies, young users are the main user groups of mobile payment. For this reason, this study is based on the UTAUT model.At the same time, it combines with innovation diffusion theory and the perceived risk theory. The paper also builds a new model in order to study the factors more throughly. It selects SPSS and AMOS for the main analysis tools with the form of descriptive statistics analysis, validity analysis, factor analysis, regression analysis, reliability analysis to explore the related factors on the behavior of young users.The paper is divided into five parts, the first part is the research background and research ideas; the second is a literature review and theoretical summary; the third is a related model which defines model variables and proposes research hypotheses; part IV uses statistical analysis tools to conduct an empirical analysis of the data and verifies the research hypotheses; the fifth part is a summary of the full text. The research shows various factors on the acceptability of mobile payment service. The major influential element is social impact, then is personal innovativeness. At the same time, efforts expectancy is followed by performance expectancy while the negative impact of the perceived risk is not particularly significant, which is inconsistent with other studies. Meanwhile, favorable conditions and intention affect behavior significantly. Based on the above analysis, the author offers the marketing proposals, including the step up publicity efforts, tap the business value, segmental user community, strengthen the payment of supervision and establish the credit certification system of mobile payment.