A Study On User’s Continuance Intention Of Mobile Social Payment Application

Mobile payment is the product of the combination of mobile Internet and e-commerce, it has been widely applied because of its advantages of convenience and quickness. With the rapid development of mobile payment and overall popularization of social application, "mobile+ social+ payment" has become the developing trend of payment applications. Especially in the fully competitive Internet environment nowadays, users could convert a service provider at any time, therefore prompting the users to accept and continuously use mobile social application is the key for social mobile payment related Internet companies to develop constantly. However, current researches on mobile social payments is not yet plentiful and lack of theoretical guidance, so studying the factors which influence user’s continuance intention of mobile social application and their effect mechanisms has a certain theoretical and practical significance.Based on this background, we used theoretical analysis and empirical research in this research to study user’s continuance intention of mobile social application. Firstly, to find the theoretical support, we reviewed the theory of Technology Acceptance Model and Expectation Confirmation Theory. Secondly, we reviewed the related literatures of the mobile payments, social applications and other information systems to construct main variables and their measurement, and then the research model of this study was constructed on the basis. Finally, through questionnaires and data processing and analysis, we tested all the hypothesis proposed in this research, then summarized the main conclusions of this study and put forward some marketing suggestions according them.Through a survey on 334 users, we conducted data analysis with Structure Equation Modeling and deeply discussed the factors which influence user’s continuance intention of mobile social application. The results indicated that expectation confirmation and utility expectancy both have significantly positive impact on satisfaction, and satisfaction has a significantly positive impact on users’ continuance intention; Subjective norm and utility expectancy both have significantly positive impact on continuance intention, and utility expectancy serves as a partially mediating variable in the relationship between subjective norm and continuance intention; Risk Perception has a significantly negative effect on user’s continuance intention, however the negative effect can be diminished as subjective norm increases. Therefore, the related enterprises should make the following efforts to promote the users’continuance intention such as increase utility expectancy, enhance satisfaction, decrease risk perception and increase subjective norm, thus to realize their long-term development.