Innovation Diffusion Theory And The Path To Mobile Payment Customer Loyalty

In the 21st century, the spread of new Internet-based products and technology is an important area of innovation diffusion research. Driven by e-commerce, third-party payment has had rapid development. Third-party payment enterprises from the initial payment intermediary, continues to innovate in the financial field, to expand the market and its revenue. On the one hand, Alipay and weixin pay push users to use them through fast taxi and didi taxi, on the other hand, also separately cooperate with off-line businesses, shops, etc to further expand the using scene. Alipay is a successful case of third-party payment companies, has a group of loyal customers. Studying the Alipay, have great significance for other Internet enterprise innovation.Based on innovation diffusion theory, user commitment, customer loyalty, the research gives quantitative analysis of mobile payment users loyalty. As Alipay for example, the research has carried on the questionnaire design and data collection, proposed and tested a model analysis of sample data and hypothesis. Specifically, this research examined:(1) the effect of relative advantage, compatibility, ease of use, observability, the perceived risk on the user commitment (sustained commitment, affective commitment) and user loyalty; (2) the mediating effect of the user commitment (sustained commitment, affective commitment). Results of quantitative analysis showed that:(1) the relative advantage, compatibility, ease of use, observability generate significant positive impact on user loyalty and user commitment; while perceived risk had no significant effect on user loyalty and user commitments. (2) Among them, the affective commitment partially mediated the relation while sustained commitment intermediary role is not significant.According to the research findings of empirical study, we propose specific measures and recommendations. First of all, enterprises, should pay more attention to improve the relative advantage, compatibility, ease of use, the observability, these innovative features affect user loyalty. Secondly, for different product/technology innovation, based on the different role in the formation of user loyalty, Internet companies should be targeted to strengthen the user commitment (continuous commitment, affective commitment). In addition, to avoid the perception of risk has become a short board, limiting the development of enterprises, companies should strictly control risks.