Research On Affecting Factors Of Consumers’ Using Willingness To Third-party Mobile Payment

With the development of Internet and mobile communications technology, mobile phones, tablet PCs and other mobile intelligent terminals are becoming more and more popular, technological innovation has brought innovative of business model, the mobile commerce business model has increasingly gained mass consumer acceptance and recognition, mobile payment is getting attention worldwide because of its important role of key payment processes and links. Experts generally believe that mobile payment has huge potential and broad market space. However, compared with those mobile payment developed countries, such as European and American countries, Japan and South Korea, the mobile payment promotion and using results in our country have not yet reached the expected range and speed. Third-party mobile payment is a method of third-party companies operating payment, this operating model is one of the three modes of mobile payment. Now with the improvement of smart phones and the popularity of various mobile phone applications and features, third-party payment in the mobile payment has gradually become a mainstream form. Currently the user number of third-party mobile payment platform is increasing, but its performance is not satisfactoryAmong the restricting factors of the development of third-party mobile payment, the more critical factor is the consumers’ using willingness to third-party mobile payments. Due to the special nature of its third-party mobile payment platform and payment instruments, the third-party mobile payment has some characteristics that other mobile payment do not have, which also affect the consumer wishes indirectly. The study found that this novel way of payment has not yet been accepted and recognized by the majority of consumers, thus studying on the factors which influence consumers’ willingness and enhancing customers’interest in third-party mobile payments has important theoretical value and practical significance.This study of consumers’ using intentions to third-party mobile payment is based on the reading and summarizing of existing mobile payment literatures, integrating of the Technology Acceptance Model (TAM), Technology Acceptance Model (UTAUT), the perceived risk theory and perceived value theory. This paper extracts the relevant factors that affect consumers’willingness to use third-party mobile payment against the research object, builds an influencing factors model of it and proposes hypotheses. Then we can investigate the factors which will affect the willingness of consumers using mobile payments to third parties and their respective impact. In this study, we choose the young college students and young working people of enterprises in Hefei, Anhui Province as the research samples; the author conducted a sample survey through combination of sample surveys of electronic questionnaire and paper questionnaires, investigates their use of third-party mobile payment. Final the survey collected168valid questionnaires copies. Basing on the reliability and validity analysis of the questionnaire, the research uses statistical software SPSS19.0to test the empirical model and the hypotheses by factor analysis and regression analysis to the obtained data. Finally through data analysis and statistics discussion, the empirical results show that:Factors affecting consumer willingness to use third-party mobile payments include:perceived cost, perceived risk, perceived benefits, social influence, and media promotion. Influence of the above five factors in descending order were: perception gains, social influence, perceived cost, media promotion, perceived risks. Among the five factors, perceived benefits, social influence, media promotion have positive impact on consumers’ using intention to third-party mobile payment; perceived cost and perceived risk have a negative impact on the consumer willingness of using third-party mobile payment services.Based on the results of this study, the author proposes five targeted measures and recommendations concerning the promotion and popularization of third-party mobile payment services, at the same moment, we also discussed the limitations of this study and the prospects for future related research.