Research On Factors Affecting And Mechanism Of The Promotion To Mobile Payment

With the development of Internet technology and the fusion innovation ofmobile communication technology in the era of3G, the application market of mobiledevices such as mobile phone, PDA, handheld computers, etc has grown rapidly，then the mobile payment（MP） appeared. As a new type of payment in the21stcentury, MP with its unique carrier and payment methods to provide consumers withthe convenient which traditional methods of payment do not have. China has thelargest mobile end-user community in the world and the tremendous market potential.However, compared to some other countries, MP has not yet been popularized andbecome a consumer behavior in China. Therefore, the study of the influenceingfactors and mechanisms of mobile payment in its promotion process is of greatsignificance in China.In our daily lives，like other forms of payment, MP needs buyers, sellers,exchange media and specific "law enforcement", which is related to the four roles:Consumers (payers), business (seller), financial institutions and payment gateways.The consumers’ willingness to use is the key element for the successfuldissemination of MP, so in the consumer’s point of view, the paper combiningtheoretical analysis and empirical research method to explore the influenceing factorson consumers’ willingness and mechanisms of MP in the promotion process. First,based on the Rogers’s promotion of innovation and its four elements and threefeatures: the relative superiority, complexity, compatibility, combined with the spreadtheoretical and other analysis of literatures, the theoretical model has beenpreliminary determinate. Modifying factors through the interviews with experts andothers, and then sort out pre-test questionnaire analysis scales. Delete and modify theunreasonable questions of pre-test questionnaire with SPSS17.0, and then sort out theformal questionnaire. Empirical analysising formal questionnaire with SPSS17.0andAMOS17.0to explore the influenceing degree of factors to consumers willingness touse MP, and to analysis the mechanism.Finally, Putting forward the corresponding promotion strategies for MP service providers.The contribution of this study can be concluded that:(1) Combined IDT as theoretical support with Belo’s propagation theory, thispaper’s research model is builded which contains the characteristics of the MPservice, facters from consumers themselves as well as external factors, and within-depth interviews of relevant financial institutions, so as to improve the task modelpersuasive;(2) Choosed the resident who are China’s mobile phone users for the researchobject. The paper not only study the willingness of consumers to use MP, but alsoanalyzes the influencing factors of consumers’ continued willingness to use MPwhich can make the study more comprehensive;(3) This paper also has analyzed how these factors affect the willingness ofconsumers to use, and has revealed the psychological process to produce intentionwhich provides a new perspective for the relevant research.