| With the rapid development of3G networks and improvement of people’s living standards, the number of all kinds of mobile phone for mobile Internet business is proliferating in an exploding way, and mobile payment services have also been unprecedented attention. According to Analysis International (Enfodesk) survey report shows that: revenue of China’s mobile payment market has occupied about5.24billion yuan in2011, it is estimated that the scale of China’s mobile payment market revenues in2013will reach23.51billion yuan. Therefore mobile payment attracts more and more attention in the market, and it has gradually become a hot topic of the payment industry. At present, several mobile phone service businessesin the market (such as China Mobile, China Unicom, China Telecom, etc.) has launched a mobile payment strategy as well as relative products, while China Union Pay also designs the mobile payment market.The rapid development of mobile Internet technology boosts the innovation mobile payment technology, and consumers also push forward a new means of payment for the payment of the demand for convenience. China has a large group of mobile phone users, the main factors relating the development of mobile payment market are showing in the following aspects:First, the scale of consumer is the basis for the development of any application, according to the data of the China Internet Network Information Center (CNNIC), the size of China’s mobile phone users has reached890million by the first quarter of2011, which is increased by14%compared to the same period in2010. Second, China’s regulatory authorities clearly strive to develop and include mobile payment in the electronic payment industry, they hope that it will be conducive to the development of China’s mobile payment market. At the same time, the rapid combination of3G networks and smart phones has greatly lowered the threshold of consumers to use mobile payment, and with the approaching of the continuous improvement and maturity of3G networks, it can predict that3Gnetworks provides a favorable foundation for the rapid development of mobile payment. Finally, the large Internet companies are also actively exploring the mobile Internet business, consumers on the internet are expected that their behaviors on the internet will gradually shift to the mobile internet, and the deuterogenic demand for payment will provide an ideal environment for mobile payment. However, as a new means of payment, there are many factors hindering the development of mobile payment market, such as mobile payment security, consumer habits, consumer’s perceived behavior and so on. These will be a problem of worthwhile attention and researches in mobile payment enterprise.Now, adopted behavior of the mobile payment and the research background of willingness to use it are mainly distributed in developed countries, such as Europe, the United States. However, the mature behavioral theory (TRA, TPB, TAM, etc.) in the United States and Europe is introduced into our China, we don’t know whether it is applicable or not, and it needs to be time-tested by academic scholars to do empirical research and conformation. This thesis mainly analyzes the influencing factors of the willingness of consumer’s mobile payment behavior, and gets influencing factors of consumer’s mobile payment by reading the relevant literature at home and abroad, then it draws the main conclusion of this study after doing the empirical research which is expected to provide help for China’s mobile payment market applications.The current literature shows that scholars working in this area rely more on the establishment of a theoretical model to analyze for the adopted behavior of the consumer’s mobile payment and the research background of willingness to use it. While a small number of scholars have also used the Technology Acceptance Model (UTAUT), Innovation Diffusion Theory (IDT), Empirical Analysis of the theory of Reasoned Action Theory (TRA) to draw some fruitful suggestions, and their subjects are mainly for European and American consumer groups. In this study, it will draw a conclusion that social norms and perceived use have a direct effect on the payment of consumer cell phone will through literature review and summary, and culture, context, perceived behavior will have indirect effects on their intention to adoption it, these two variables of which only play an important role to mediating variables, and obtain the impact of path coefficients through empirical studies, we hope it can provide the help for servicers. It contains six chapters in this study. The first chapter includes the background of the research subjects, the significance of the subjects, the objective of this study, the basic framework of the thesis and the research innovation. Chapter two reviews and summarizes the relevant theories, including basic concepts of mobile payment services, classification and related technology of our popular mobile payment. At the same time, it makes a literature review of domestic and international mobile payment on the status of the intention to adoption. Chapter three is to build a theoretical model of this study, and puts forwards the basic hypothesis. Chapter four refers to the research design and methods, it first introduces the composition of the questionnaire and the definition of variables, methods of data collection and the methods used in this study. Chapter five refers to the empirical research and analysis, this part constitutes the pre-survey and a formal survey, which makes some modification and deletion in the pre-survey variable of the research questionnaire. Formal survey collects183valid questionnaires, the author conducts a descriptive statistical analysis of sample data using the SPSS19.0, then makes analysis of the reliability and validity of sample data, at last he brings sample data into the AMOS19.0to do the path analysis of influencing factors, and verify the basic hypothesis previously proposed by the author and draw the main conclusions of this study. Chapter six refers to some marketing countermeasures, outlook and weaknesses of this study, it hopes that later scholars can come up with more and more profound insights and conclusions.This study obtains data by doing questionnaires stars (professional online survey website) and collecting sample data in China Mobile Service Hall and Unicom Service Hall, accessing to primary data of this study required by the reliability and validity from questionnaire data, confirming the authenticity and validity of data collected by the author, verifying the reliability of sample data, and laying a solid foundation for the later empirical research. Then it makes the sample data into the AMOS19.0to do the structural equation modeling analysis, and it draws the main conclusions of this study, including the following aspects:(1) Consumers’ social norm and perceived use about the directly influencing factors of intention to adoption of mobile payment, only two factors have positive impacts on the consumer’s mobile phone payment, and the most important factor is that perceived use on consumer behavior, followed by social norm, its standardized path coefficient arrives0.584and0.737respectively, the direct effect is about0.584from social norm to intention to adoption, and the direct effect is0.737from perceived use to intention to adoption, which means that when other conditions remain unchanged, the each latent variable in "social norm" is increased by one unit,latent variable in "intention to adoption" will directly be improved the0.584units.(2) Consumers have two variables about indirectly influencing factors of intention to adoption, that are perceived behavior and cultural environment, which means that these two aspects have indirect effect on intention to adoption of consumers (the reason variable affects one or more mediating variables, has an indirect effect on the outcome variable), the path coefficient about perceived behavior for intention to adoption is0.526, while the path coefficient of the cultural environment on social norm is0.487. When latent variable in the "cultural environment" increases one unit, latent variables in "intention to adoption" will indirectly enhance the0.584*0.487=0.284units.(3) Consumer’s cultural environment has an indirect effect on the perceived risk of their mobile payment behavior, which means that culture andenvironment have an indirect effect on perceived risk of consumers’ mobile payment behavior. And the path coefficient is0.428from cultural environment to the perceived behavior, and the path coefficient is0.317from perceived behavior to perceived risk. In this sense, the indirect effect of the cultural environment on the perceived risk of the consumer mobile payment behavior is0.428*0.317=0.135units.(4) Consumers have no clear idea about the negative effect on perceived risk intention to adoption and perceived use about mobile phone payment. With the increasing innovation of information and the rapid development of technology, and to some extent, consumer is not decisive factor any more in adoption and use of new technology and security. The major factors considered by Poutsttchi (2003) are that consumers’adoption of mobile payment is practical and perceived costs, and factors affecting the adoption of this business refer to flexibility and efficiency. The cultural environment has no significance of direct effect on their intention to adoption. On the contrary, the effect on intention to adoption by social norm, the cultural environment in this process has more important role of mediating variables. The main innovation of this study is the following two aspects:(1) From the consumer’s perspective, this thesis explores the impact of consumer’s mobile payment behavior models and makes a empirical statistical analysis.A lot of researches mainly concentrate in the structures and discussions of the theoretical model, some scholars combine macroeconomic with regional economic to make analysis, but it is basically in the definition of overview and theory review stage.Compared with it, there is lack of the empirical research on consumer’s mobile payment behavior. And many researches about mobile payment are mostly used to adopt a short distance payment, not adopt discussion and empirical long-range payment. Therefore, this study sets the structure of mobile payment, does survey and research, and it finds out that about60%of respondents want the phone to pay with bank cards in order to large payment. Reading a lot of literature aims to build a behavioral model of consumer’s mobile payment. The author collects the sample data and makes statistical analysis by the SPSS19.0and the AMOS19.0questionnaires. Social norm and perceived use have a direct significant impact on consumer’s mobile payment behavior, while perceived risk has less significant impact on their intention to adoption of mobile payment.(2) The empirical analysis of exploring the culture and environment variables on consumer’s mobile payment behavior Any two objects in the world has some differences. Although these two objects are in the same environment, but they contact with different culture and environment, therefore, their values will certainly show some differences. In previous studies, few scholars regard culture and the environment as independent variables and put them into the model in order to make analysis and discuss, but recently many scholars pay more attention to culture and the environment because consumer’s behavior and values are also closely linked. So it is very important to put emphasis on the cultural environment for behavior of consumers. There are many scholars still concerning about the role of cultural variables, but few of them verify by doing empirical analysis, in which two scholars, Hall and Hofstede, divide culture into two dimensions to discuss the influence on their intention to adoption of mobile payment. Therefore, this thesis makes empirical analysis and gets validation of the cultural environment and the process of mobile phone payment through statistical empirical analysis. And it shows that the consumer’s culture has an indirect effect on their intention to adoption of mobile payment, and plays the role of the intermediary variables through statistical empirical analysisHowever, this study has some limitations, such as the small capacity of the sample data, the analysis of the specific dimensions of the study variables, the expansion of culture and environment variables, etc. Scholars doing the follow-up study can consider increasing the number and range of the respondents, and even making some restrictions of relevant aspects. And they can make analysis from specific dimension of the latent variables perspective, and look forward to exploring more comprehensive conclusions and research achievements. |
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