An Empirical Research On The Model Of Consumer Usage Intention Of Mobile Payment

Mobile payment has come into our sights with the development of mobile commerce aswell as the popularity of smart mobile phones; meanwhile, it has been wildly recognized byexperts as a crucial link of mobile electronic commerce. However, the pace of mobilepayment development had not met the expectations recent years.Many factors restrict the development of mobile payment such as the majority ofconsumers’ attitude of wait-and-see and doubt, and other factors related to consumers’continued using willingness. The data published by the CNNIC in Jan.15th,2013showed thatthe user scale of mobile payment was550million which was13.2%of the number of mobileinternet user. Therefore, to further study the factors influence consumers’ use willingness andcontinued use willingness become important in consumers accepting and using M-payment.A three-stage model of consumers’ usage intention of M-payment is built according toValence Theory and Expectation Confirmation Theory. A sample survey was conducted bythe way of the online questionnaire, and340valid questionnaires were collected. The modelwas tested by using the statistics software SPSS19.0and AMOS17.0and the difference ofwillingness between new consumers and old consumers in the pre-use period werecomparative analyzed.The innovation of the article is mainly reflected in the following three aspects:(1) An inter-stage (pre-use, being use, after use) model of mobile payment consumers’willingness was established. Consumers’ use and continued use of mobile payment is the cruxof the development of mobile payment. The paper used the cross-period longitudinal data onthe influencing factors in the initial use and continued use of mobile payment.(2) Titer theory together with trust factors were used to build the use willingness modelof the pre-use period. As the obvious defects by using the classic TAM model to study the usewillingness of mobile payment, this paper used titer theory which study consumers’decision-making behavior from positive effect and negative effect.(3) The differences of the influence of perceived risk and perceived benefits to usageintention of new consumers and old consumers were found out. The full sample was dividedinto new consumer sample and old consumer sample. The differences of path coefficientsbetween two samples in the pre-use period were studied.