A Research On The Elements That Influence Customer We Chat Payment Usage Intention

With the rapid development of smart phones in recent years,the WeChat payment as a mobile payment platform,has been gradually changing people's consumption habits.Many online and offline merchants would like to collaborate with WeChat payment because it provides a brand new solution to the business scenarios in closed loop of mobile phones.However,compared with the popularization of mobile payment in the countries such as Europe,US,Japan and South Korea,the mobile payment service of China is still in its early stage.Many consumers haven't accepted and adopted to use this new service,therefore,it is instructively meaningful to explore the factors that influence consumers' using WeChat payment for the development of electronic payment and mobile payment in China.This thesis constructs the research model based on the integration of the technology acceptance model(TAM),and the cooperation model for personalized and situation dependent services(the COMPASS acceptance model,CAM),and with the consideration of the perceived risks theory,exploring the factors that influence consumers' usage intention to WeChat payment.The factors that influence users' intention to use WeChat payment is verified,and marketing suggestions for the mobile payment operators are provided according to the research findings.The main contents of this thesis are as follows:First,makes an overall introduction to this research,including background,purpose,significance,main content,methodology and innovation.Secondly,describes the definitions of electronic payment and mobile payment,and the relationships between the two concepts,makes a review on the relevant consumer behavior of electronic payment at home and abroad,introduces the TAM model,CAM model and perceived risk theory.Once more,on the basis of the related theories review,this part develops the research model that integrates the TAM model,CAM model and the perceived risk theory,and elaborates the connotation and measurement of the variables.With the recycling of 283 valid data through survey,this thesis makes a descriptive analysis,internal consistency reliability and validity analysis by using SPSS 23.0 software,and makes a path model analysis to test the hypotheses using AMOS 23.0.Last,discussions and summaries of research findings and relevant marketing enlightenments are put forward.Furthermore,the insufficient in the study and future research direction is analyzed.Research findings based on data analysis showed: perceived ease of use and perceived mobility have positive influence on perceived usefulness;perceived usefulness,perceived ease of use,perceived risk and perceived mobility affect the use attitude;use attitude has positive influence on use intention.Based on the above conclusions,this thesis puts forward the marketing suggestions including: increasing payment items to improve user's perceived usefulness;simplifying the operational process to improve the user's perceived ease of use;increasing payment scenario to improve user's perceived mobility;strengthening the payment security to reduce user's perceived risk;facilitating marketing communication to improve user's awareness of products.