Comparative Study Of Users’willingness To Mobile Phone NFC Payment

In order to promote the application of NFC mobile phone payments, a contrastive analysis was developed to explain the use willingness factors to its users and potential users.Firstly, this thesis introduced four kinds of NFC mobile payments products. Then according to the domestic development, the thesis analyzed some key obstructive factors on the development of NFC mobile payments. Secondly, the researches on users’acceptance and willingness to use new technology were reviewed. Thirdly, according to the characteristics of the NFC mobile payments, the theory of this thesis was based on the VAM model. Beside, this thesis modified the model. Perceived substitutability and innovation were added as the direct factors that influence the use willingness;payment situation and social context were added as the moderator variables of the perceived value. Then eight hypotheses were proPOSed, and scale questionnaire was made. By using two software, SPSS17.0and AMOS7,and the method of the structural equation model,this thesis made an empirical analysis to408samples.The results indicated that perceived convenience, perceived risk, consumer innovation and perceived substitutability are the main factors affecting on use willingness. Perceived convenience is the most important predictor of perceived value, while the explanation of perceived substitutability is relatively lower than the others. Perceived cost and complexity have no significant effect on the perceived value.Perceived risk and perceived substitutability have significant different influences on users and potential users.Payment situation and social context were also proved to have regulating effects on perceived value.Finally, according to the analysis results, the thesis put forward four marketing strategies from the perspective of the operators of the NFC mobile payments and the consumers.