Study On The Influencing Factors Of Third Party Mobile Payment Usage Intention

In recent years, the rapid development of the Internet industry, driven by the scale of electronic information and other related industries continue to grow and develop, the rapid development of the Internet industry provides an important boost for China’s economic structure adjustment. Third party payment appear solves the problem of the online payment process of trust mechanism, etc., for the rapid development of e-commerce provides a strong guarantee. In addition, third-party mobile payment development for the consumer provides more convenient payment experience. However, in the mobile payment market size continues to grow at the same time, the third party mobile payment is still faced with the problem of payment security, the use of the scene and other issues, restricting the consumer’s willingness to use the third party mobile payments.With the rise of mobile Internet, third party mobile payment will usher in rapid development window. Third party mobile payment both third-party payment, mobile Internet and other characteristics, as it relates to personal subjective factors, safety concerns and techniques change factors, consumers in the process of selecting the third-party mobile payment facing more complex factors. Therefore, in this paper, in reference to the existing scholars on the third party payment and third-party mobile payment based on the related research, combining the technology of acceptance model and innovation diffusion theory, explore third-party mobile payment factors affecting the willingness to use. In a broad summary of the existing scholars on the third-party mobile payment based on the related theory, combined with the technology acceptance model and innovation diffusion theory, perceived usefulness, perceived ease of use, perceived risk, compatibility and subjective norm five variables as third-party mobile payment will influence factors were studied.Based on the above theoretical research, through the sample survey of consumers, the use of SPSS and AMOS data analysis software will influence to the third party payment using empirical analysis. The results showed that compatibility, subjective norm, perceived ease of use and perceived usefulness to consumers use attitude has a significant positive effect; risk perception of consumers use affects the attitude is not significant; subjective norm on perceived ease of use has a significant positive effect; perceived ease of use have a significant positive effect on perceived usefulness; attitude to will affect the use effect is significant. According to the results of empirical research, this paper aimed at how the rapid development of third party mobile payment marketing to make reasonable suggestions.