Font Size: a A A

Research On The Influencing Factors Of Hubei Province College Students’ Willingness To Pay For WeChat

Posted on:2017-01-22Degree:MasterType:Thesis
Country:ChinaCandidate:X H XuFull Text:PDF
GTID:2309330488466767Subject:Applied Statistics
Abstract/Summary:PDF Full Text Request
With the rapid development of Internet technology and the rapid popularization of mobile devices (mobile phone, tablet, etc.), the trading tools and payment method in the electronic commerce has also changed, as one of the third-party payment tools, WeChat pay is developing rapidly in recent years. WeChat pay is a trade payment tool which embedded in social software WeChat, Base on broad user and the rapid development of the third-party payment field WeChat pay users has reached 400 million by 2015, young users is the main force which support development of WeChat. With Alipay Wallet and Apple Pay is accepted by the user, the field of third-party payment has been more and more competitive, how to continue to occupy the leading position for WeChat Pay requires to do in-depth analysis of the market situation. Rich young man has a natural curiosity and creativity, as the first to accept new things and cutting-edge technology products, affects the development trend of WeChat pay to a great extent. So it is necessary to do research on the influence factors of college students’willingness to use WeChat pay.Basing on the college students, this research uses the method of questionnaire to collect data from a consumer perspective. On the basis of reading related literature, this study combined with the feature of WeChat pay to define factors affecting users intend, carried on the descriptive statistical analysis in different demographic variables like gender, age, education level for recycling questionnaire, and then use the letter validity analysis, factor analysis and structural equation model to explore which factors will affect consumers’ willingness and the influence degree for WeChat payment, in the end we draw a conclusion:Usefulness, ease of use, as well as the external environment has a significant positive influence on attitude factor and the willingness factor, but risk attitude is negative, attitude factor has a significant positive effect on willingness factor.
Keywords/Search Tags:We Chat pay, Willingness to use, Factor analysis, Structural equation
PDF Full Text Request
Related items