Research On The Adoption Willingness Of Consumers To Mobile Payment

Mobile payment, as a new means of payment generated with mobile e-commerce is not only has redefined the way of payment, but also brings a new development opportunity to the relevant industry chain of mobile payment. Such as mobile payment service providers, telecommunications operators, bank and financial institutions, and third party payment platform will face enormous business opportunities. Therefore, the development of mobile payment has received people’s attention. Mobile payment development in Europe, the United States, Japan and South Korea and other countries has been relatively mature, though it developed fast after entering China, based on the China’s such a large population, the ratio of mobile payment users is still relatively low for now. In recent years, mobile e-commerce got rapid development in the world, as a result, the number of mobile e-commerce users get a rapid growth, and the business scale expanding rapidly also. By the end of 2013, the Chinese mobile phone users have reached 1.304 billion, including 724 million of smart phone users. Such a large number of smart phone users have laid a good foundation for the development of mobile payment. Payment mobility has become an inevitable trend.This paper mainly studies the problem of consumer’s adoption intention to mobile payment, discussed in the perspective of perceived value. Firstly, reviewed the related theory and research about the mobile payment, adoption intention, perceived value, this paper put forward the research perspective on the adoption intention of mobile payment should be transformed the direction from adoption research based on the technology to which based on the perceived value; Secondly, in order to explore the factors that affect consumers’ perceived value to the mobile payment, this article is based on VAM model, use for reference the usefulness and perceived cost in original model to and then according to the characteristics of mobile payment, add on mobility and convenient of the mobile payment, as well as complexity and perceived risk, construct the hypothesis model of this paper. Then according to the characteristics of maturity scale and mobile payment to build this paper’s scale in order to form questionnaire, through which to collect data and make an empirical analysis, hypothesis test, thus came to the research conclusion. The research of this paper proves that perceived usefulness, mobility and convenience of mobile payment, as the positive part of perception gains, significant influence on the perceived value; Perceived cost, perceived risk and the complexity of the mobile payment as negative part of perception sacrifices significant influence on perceived value, perceived value as a intervening variable, the positive part significant influence on consumer’s adoption intention of mobile payment. What’s more, according to the characteristics of the modern consumer and the influence of social environment, this article adds two moderator variables of personal creativity and social influence. And then proves that the consumer’s personal creativity and social influence is mediating the relationship between perceived value and consumer’s adoption intention.Finally, according to the results of the study, some corresponding marketing suggestions have been put forward to the mobile payment service providers. Mobile payment providers should according to the characteristics of mobile payment’s advantages, enhance the perceived usefulness of consumer; Improve the technology of mobile payment products, reduce the consumer’s perceived cost; Establish the prevention mechanism strictly, reduce the perceived risk of the consumer; And pay attention to social effect, strengthen public praise communication.