Research On The Influencing Factors Of The Third Party Mobile Payment

In recent years, with the popularize of 4G technology and the creasing of wireless coverage area, the number of China’s mobile Internet users growing rapidly, and with the rapid development of mobile commerce, third-party mobile payment market has great potential. In order to extent their market shares, third-party mobile payment operators have proposed a series of measures, such as preferential concessions, increased functionalities, expand the scope of use and so on. However, are these measures effective? What factors affect users of third-party mobile payment? How these factors effect? These problems become urgent problem.Based on existing information technology acceptance theory and VAM(Value-based Adoption Model), combining the characteristics of third-party mobile payment, this paper establish a theoretical model of mobile business user acceptance influence factors in china. To test the capability of the proposed model in interpreting affecting factors of users in adoption of third-party mobile payment service, structural equation model method is used and the data is obtained from questionnaire investigation. According to the conclusion, suggestions for improvement of service are put forward to the third-party mobile payment business operators.Based on the findings, we propose that the development of third-party mobile payment in China should pay attention on these areas. First, perceived convenience is the most important factor affecting user adoption of third-party mobile payment. The operators should try to increase their service’s functionalities to make the users feel convenience. At the same time, operators should pay attention to deepen cooperation with business entities, so that more business entities support third-party mobile payments, reducing the number of cash and bank cards users usually carry. Secondly, herd mentality affects intention of use significantly. Third-party mobile payment operators should enable stars to use third-party mobile payments to expand user base. Again, perceived benefit is also an important factor affecting user adoption of third-party mobile payment. Generating a profit is a feature from other kinds of mobile payments, operators should take advantage of this feature that launches more promotion strategies to attract more users. Finally, perceived risk and perceived costs are negative factors affecting user adoption. Operators should try to simplify the payment process in the premise of ensuring safety to reduce the effort and time users spend to learn and use third-party mobile payment.The main contribution of this paper is mainly reflected in the following areas. First, through the carding theory of user acceptance of information systems, put forward a model of impact factors of China user acceptance of third-party mobile payment, and verify its validity through empirical research. Secondly, compared with the related research, hypothetical model of this study introduced herd mentality and perceived benefit, used to analyze the impact of China’s third-party mobile payment user acceptance factors and reasons, it’s important for promote the development of third-party mobile payment in China. Finally, according to the conclusion, suggestions for improvement of service are put forward to the third-party mobile payment business operators.In this paper, SWOT is used for the analysis of Alipay, and by the analysis this paper put forward a third-party mobile payment adoption model. So, this paper provides a new method for solving the similar problems.