Empirical Study That Factors Influence On The Continued Use Willingness Of Mobile Payment Based On Modified UTAUT

Nowadays,companies are competing with each other in a novel way that to keep in touch with their customers.For example,by providing a convenient and reliable consumer experience is an effective way to develop the potential of big data to drive business value.In this way of information technology,mobile payments came into being and developed rapidly since China has no deep-rooted traditional credit card payment.A part of cash paid has been increasingly replaced by mobile payment since then.In addition,China's huge mobile phone use broad coverage groups and network communications services for China's mobile payment market's rapid expansion has laid a solid foundation.From the aspect of today's development trend,mobile payment has a great potential for the future development.However,since the mobile payment security technology,impact on consumer behavior,trade policy and other factors,the promotion and full use of China's mobile payment services are still have some problems,in this case,seeking to increase the use of mobile payment users continued willingness approach is necessary.This paper reviewed the mobile payment adoption and acceptance factors relevant literature and combined with perceived risk on the basis of UTAUT model,satisfaction and continued use willingness to build the mobile payment model of continued use willingness factors and proposed relevant assumptions.The main variables are include effort expectation,performance expectation,social influence,perceived risk,satisfaction and continued use intension.Through questionnaires,305 users have experienced mobile payment online or paper survey questionnaires,we used the SPSS 19.0 tested the collected data and then we used the Amos 17.0 to conduct the structural equation analysis.The results of this study show that the effort expectation,performance expectation,perceived risk have positive impact on continued use intension of mobile payment user.The social impact has negative impact on continued use willingness.And effort expectation,performance expectation and perceived risk take an indirect influence on continued use willingness through on satisfaction positive effect.Furthermore,Satisfaction plays an important mediating role as intermediary variably.The contribution of this paper is that based on original model,the new model does a certain amount of complement and extends,enrichs the mobile payment users continue to use the mechanism of the formation of the will of the theoretical model.