The Model And Influence Analysis Of Consumers Satisfaction On Third-party Mobile Payment

With the Internet economy is becoming more mature, the market of O2 O business models is gradually on the right track, Mobile Payment mode is more welcomed by users. Third-party Mobile Payment service system, as the representative of the mobile payment, has gradually become the link of the marketing operation. Our Chinese Third-party Mobile Payment starts late and is limited by the policy, technology, consumer behavior et al. So compared with developed countries, there keeps a certain distance at present. And this payment is still in the early stages of development, almost users suffered Trojan viruses, phishing sites trick links and other harmful behaviors. These bring so much problems for mobile payment users, and also affect users experience satisfaction when using this payment.According to theoretical study, firstly the paper constructed consumer satisfaction model of Third-party Mobile Payment and propose some hypotheses; then adopt questionnaire survey to collect sample data, use Structural Equation Modeling(SEM) to calculate path coefficient, and combine path weight and weighted average formula to calculate satisfied index; finally draw conclusions and make reasonable suggestions.According to the conclusions:(1) Perceived Quality makes greatest contribution for User Satisfaction and the path weight is 0.532. That means the positive influence is higher than Customer Expectations(0.449) and Perceived Value(0.408).(2) Perceived Risk’s influence is not significant on User Satisfaction, the relationship between these two is complex, while Perceived Risk’s negative impact on User Satisfaction is significant, the effect reaches-0.423, which means Perceived Risk is still very important factor that can’t neglected.(3) User Satisfaction’s positive impact on Customer Loyalty is more obvious, the path weight reaches 0.66, which means that when users have higher degree of satisfaction, it has 66% probability to transfer into loyalty; while User Satisfaction has negative path impact for User Complain, the path weight is-0.392, indicating that when users dissatisfied with Third-party Mobile Payment, it maybe has 39.2% probability turning to complain.(4) The evaluation of the current satisfaction on Perceived Quality is very high, its satisfaction index reaches 81.78.