Research On Consumer's Adoption And Continuance Usage Of Third Party Mobile Payment

The fast development of science and technology has been improving our living and working pattern. With the popularization of mobile terminal and the update of online payment and the third party payment platform, more and more customers have started to accept mobile payment service. In China, mobile payment service has been known by citizens due to the rapid expansion of the third party payment platform such as Alipay and Wechat payment. This dissertation tries to explore the factors that determine customers' acceptance and continuous usage of the third party mobile payment, based on data about the usage of Alipay and Wechat payment in China.According to the previous study, the rapid development of mobile payment platform is promoted by factors like performance expectation, effort expectation, social influence, perceived risk and trust. Applications such as wealth management products and daily payment on Alipay and Wechat payment indeed bring people certain performance expectation. When using mobile payment, people always expect to be supported by facilitate condition and take less effort. Meanwhile, the usage of surrounded group would fasten customers'acceptance of innovative product. Also, in order to keep the users and improve the customer loyalty, the payment platform needs to develop more payment situations and improve its system quality so as to build more trust among its users.Most current studies are based on the research of general mobile payment and very few of them target at certain payment platform. However, since different platforms have different characters, the research should take the specific payment situation into consideration, which provides this study certain research space. Therefore, this dissertation investigates the factors that affect customers'acceptance and continuous usage of the third party mobile payment by focus group interview and questionnaires, so as to offer advices for system improvement of mobile payment. Also, the author tries to identify customers' different perceptions and comments about Alipay and Wechat payment, so that to offer suggestions to improve the segmentation and diversification of China third party mobile payment market.Most existing studies take customers'usage intention as their study contents and equate it to the happening of usage behavior. Also, most researches mix up the first usage (the acceptance) with the continuous usage. They only focus on the acceptance behavior and pay little attention to the continuous usage. However, the cost to obtain a new user is five times the cost to maintain a current user. If the supplier obtain new users with great effort but couldn't keep them, they might never get the cost back. So in reality, managing to maintain current users is critically important for service suppliers. That is why in this dissertation, the author studies the acceptance and continuous usage separately and pays more attention to the later one.In this context, this dissertation tries to discover factors that influence customers' acceptance and continuous usage of the third party mobile payment, namely Alipay and Wechat payment, by theoretical analysis and empirical studies. Meanwhile, the author also compares the different effects of various factors on the two mobile payment platforms. For one thing, the analysis could offer both Tencent and Alibabasome suggestions to improve the promotion and development of their mobile payment system. For another, this study can be used as a reference for the mobile payment industry.The author applies empirical method after the building of theoretical model. First, we define the variables and develop the scales, based on the former studies. The questionnaires are collected online, mainly via Wechat Moment and QQ group. After the deleting of invalid data, the author gets the sample for analysis. A descriptive analysis is conducted to identify users'general preference and then the reliability and validity test are applied. After that, the structural equation model was established to verify the hypothesis. Finally, a comparative analysis is conducted to test whether there are differences between the impact of different factors on the two different mobile payment system.