Understanding The Adoption Of Campuses Mobile Payment

With the explosive growth of Internet applications,consumer confidence in the network economy gradually increases.The subject matter of the transaction is developed by commodity and service to currency.This marks the arrival of the Internet financial era.Among a large number of Internet financial services,third-party payment receives more attention,due to its function of payment of Internet infrastructure.In addition,since the third party payment starts earlier,the accumulation of user and behavior data has reached a certain level of magnitude,therefore it has advantage on the ability to attract users and risk management.More importantly,third-party payment platform can push all the advantages above outbound for other platforms,and supports their Internet financial services.For example,the consuming financial platform and supply-chain financial platform can use the transaction data of the third-party payment for credit risk assessment.Thus,third-party payment plays a significant role in the Internet financial ecosystem.In the context of fierce competition,many third-party payment companies Chose the strategy of expanding their market shares and delivering mobile payment services.Xifu is a representative of such companies,which provides campus users with mobile payment services.Presented by various third-party payment products and services,how will consumers make their choices? What factors affect the adoption of the user behavior? What are relationships among factors above? This series of questions determines the success or failure of third-party payment.On the issue of interpreting and predicting the adoption of third-party payment,most scholars use the technology adoption model(TAM)as a theoretical basis to consider the actual situation of the research object and add reasonable explanatory variables.This article also uses the above research thoughts to examine the user's behavior logic.First of all,on the basis of referring to literature,this article puts forward the research hypothesis and builds up the structural model.And then refer to the classical literature scale to design the questionnaire of this article.The survey subject is the user or potential user of Xifu and 287 valid questionnaires were received.The statistical analysis of the network payment and Xifu of the respondents was carried out.The explanatory strength and the path coefficient of the structural equation model were estimated by using AMOS21.0 in the case of reliability and validity tests of the questionnaire.Through the empirical analysis,this article draws conclusions as the following:(1)Perceived usefulness,facilitating conditions and word of mouth significantly and directly affect the willingness of campus mobile payment users,among which word of mouth is the greatest impact;(2)Facilitating conditions significantly affect the perceived ease of use;(3)Perceived usefulness is influenced by facilitating conditions and perceived ease of use,and perceived ease of use has a greater effect;(4)Perceived company's image has a significant positive effect on the word of mouth and trust;(5)Trust is not a significant factor affecting the willingness of campus mobile users to use.Based on the TAM model,this article adds the variables of other behavioral theories and introduces the idea of perceived company's image for the first time,which is innovative.In terms of practice,the empirical results of this article provide the basis for the development of strategy of operation management and marketing promotion of campus mobile payments.For example,this article argues that word of mouth has the greatest impact on the use of campus mobile payment users.The reason is that campus users with pan-linked,high-interaction features,behavioral imitation and mutual referral phenomenon are more prominent.In view of this,the campus mobile payment company should strengthen public opinion management.