A Study On User’ Acceptance Behavior On Mobile Social Payment Application

The ubiquitous, convenient and instant characteristics make up for the inflexibility of financial service industries under traditional internet environment. It makes mobile finance, especially the mobile payment being accepted by the general. An increasing number of individuals are using mobile terminals to access internet and persons are tend to use tiny time packets to use the mobiles is the key factor that accelerates the development of the mobile payment transactions in the financial areas.In the meantime, owing to huge user group, the high frequency of use and powerful user viscosity and user loyalty, mobile social APPlications infiltrate into all aspects of users’lives. The combination of mobile payment and mobile social networking is the key element of the sustainable development of the internet and becomes the research hotpot of scholars. This paper makes an empirical research about the adopt factors, the intentions and behaviors of mobile social payment users and has great theoretical significances and practical values.APP (Application) is the third-part application on the mobile terminals. This paper takes the influencing factors of the consumer mobile social payment acceptance behaviors as the purpose of the research and uses the literature research method to build the research model. On the basis of technology acceptance model, this paper integrates the theory of planned behavior, theory of researched action and innovation diffusion model and adds variables such as perceived risk, perceived enjoyment, social influence, consumer innovativeness and so on, then supposes the mobile social user APPlication acceptance behavior model, and gives out12assumptions that may have an influence on the APPlication acceptance behaviors of the mobile social users from different perspectives. Based on the original documents, this paper takes characteristics of mobile APPlication users into account and designs the variable measure table of the questionnaire. It uses questionnaire survey and issues347questionnaires on the internet. Then it makes a descriptive statistical analysis on the collected sample data and examines questionnaire reliability and validity. The test result shows that the questionnaire has a high reliability and validity. Then this paper uses Lisrel software to make a structural equation inspection and a path analysis on the model, and certifies that this model has a satisfying degree of fitting. It examines the12assumptions according to the test result of structural equation inspection. Then the test result supports9assumptions of all the assumptions. This paper plots the influencing factors relationship path graph of the model, and calculates the influential effect of every factor on the acceptance intention of the users. Finally this paper puts forward the development strategy of mobile social payments. According to the results of data analysis and test hypotheses, this paper puts forward suggestions combined with the development status and existent problems of the mobile social networking services.The results of this study are as follows:(1) Behavioral intention to use effects on behavior significantly;(2) The consumer innovation effects on perceived usefulness and behavior intention significantly;(3) Perceived usefulness effects on influence behavior intention and use;(4) Perceived ease of use effects on the perceived usefulness and perceived entertainment;(5) Perceived entertainment effects on behavior intention significantly;(6) Effect of perceived risk effects on behavior intention are not significant;(7) Social influence effects on perceived usefulness and behavior intention significantly.The innovations of this paper are as follows:(1) The research objects of this paper are the mobile social user Application acceptance behavior influencing factors which are novel, precision and conform with the focus of industry development.(2) The focus of research in this paper is not only product attributes of social mobile payment, also takes the effect of the characteristics of customers into account.(3) This paper focuses on the verification and analysis of the social impact on user adoption behavior and matches the practical situations better.In the end of the paper, the shortage of the thesis is summarized.the paper discusses the future research and puts forward the direction of further research.