Research On Affecting Factors Of Consumers’ Using Willingness To Mobile Payment

Mobile payment gains the unprecedented popularity since the emerging of mobile internet and development of O2O business model. Alipay shows that the number of Alipay customers broke through three hundred million at the end of2013, which means that it has become the largest online payment company. The success of Alipay drives many incumbents of traditional industries and internet firms had developed mobile payment business, and the competitive intensity of online payment market is soaring.The trading capital of mobile payment is small compared that of online payment, which reflected that many customers are cautious to mobile payment. There are many problems to resolved if mobile payment want to increase its influence, and study on the influence factors of adoption of mobile payment and offer optimal suggestions is very meaningful to some extent.This paper reviews researches about mobile payment firstly and establish analysis model, which is created based on the theory of perceived value, both perceived benefit and perceived loss are involved, and add factors of perceived convenience and perceived savings. Through an investigation of consumers of China,379effective questionnaires have been got, of which73did not use mobile payment services, and the remaining306questionnaires have mobile payment experience.Based on the73samples’sanalysis, the main reason for them not to use the mobile payment is worried about the security risks of mobile payment, network signal isn’t good, themobile screen is small and other factors.This research used empirical study method and this research analyzed the sample datas and the theory model by analyzing the306effective questionnaires with SPSS and AMOS, verified the correctness of the hypotheses also. The results showed that:Perceived usefulness, perceived ease of use and perceived convenience impact on user perceived value is obvious.Perception push service has no significant impact on the perceived value. Perceived savings impact on the perceived valueand the user’s using willingnessis obvious.Which verified the original observations and assumptions.The study found that while the impact of financial risk to the user perceived value is not obvious, which is different from previous studies and Shows that more and more consumers are using mobile payment services process, no longer worried about loss of money.