Research On The Influence Of Personal Innovativeness To Users’ Continuance Intention On Mobile Payment:the Intermediary Role Of Relative Advantage And Perceived Risk

With the development of the Internet era, the mobile information technology wave sweeping the globe, mobile payment came into people’s daily lives. While more and more people choosed to use this new payment method, however, after using mobile payment, some people didn’t want to continue. For mobile payment service providers, the only way to creat benefits is these users’ continue using. Therefore, how to reduce these "silent users" is an important problem for mobile payment service providers. Meanwhile, the study on users’ continuance intention on mobile payment in China was still relatively scarce. So this study will be based on mobile payment to find the factors of users’ continue using.For mobile payment services, some users perceived its advantages which differ from traditional payment, in many ways, for example, you could pay anytime and anywhere you want it, this kind of people liked to use mobile payment services frequently. However, the other people perceived as phone lost, leaked accounts caused property or privacy risk, they tended to refuse this payment services after initial use. Different users had a different perception, for the same means of payment, and leading to a different behavior, because individules had their own traits. Therefore, this study based on innovation diffusion theory, consumer purchase decision theory, personality trait theory, social exchange theory and technology acceptance model to study how personal innovativeness affected users’ continuance intention on mobile payment. Meanwhile, using perceived innovation attributes as intervening variable to study how relative advantage and perceived risk affected satisfaction and continuance intention, in order to make contribution to Chinese uses’ continuance intention on mobile payment.In this study,238 uses who had experience on mobile payment has been investigated by a questionnaire survey and analyzed the data using SPSS 19.0 and AMOS17.0, including descriptive statistical analysis, confirmatory factor analysis and structural equation model testing, in order to analyze the theoretical model and assumptions. The results showed personal innovativeness had a significant effect on perceived innovation attributes, personal innovativeness had a significant positive impact on relative advantage and a significant negative effect on perceived risk, perceived innovation attributes had a significantly impact on satisfaction, relative advantage had a significant positive impact on satisfaction, while, perceived risk had a significantly negative impact on satisfaction, satisfaction had a significant positive impact on continuance intention. At the same time, the relative advantage and perceived risk played an intermediary role between personal innovativeness and satisfaction. Meanwhile, this study summarized the main conclusions of data analysis, and put forword relative management implications.