Analysis And Application Research On Influencing Factors Of Users' Switching Intention Of Mobile Financial Platform

With the substantial growth in disposable personal income and the popularization of mobile intelligent terminals,the financial needs of the public are growing significantly day by day.Such epoch background has laid a solid foundation for further development of mobile finance industry.The potential of the mobile finance industry is self-evident.Mobile financial platforms like alipay,Mayijubao,mobile bankings emerge in an endless stream in recent years,which promotes further improving of the platforms and leads to the fierce competition among the corporations of mobile finance industry.In addition,on the basis that the cost of developing new customers is much higher than the cost of maintaining old customers,this paper focused on the hotspot of the digital age and was committed to the social popularization of mobile financial concept,increasingly sophisticated functions of mobile financial platforms and the long-term development of mobile financial companies.From the perspective of losing customers,the author discussed the influence factors of users' switching intention and their causal relationship deeply and built up the corresponding hypothetical model to complement the empirical research achievements in the domestic relevant fields of study and provide some reference for subsequent academic research.Through surveying the documentation,the factors that affect users' switching intention of mobile financial platforms were induced and integrated.Based on the literature review of related topics and the classical theories at home and abroad,this paper proposed some research hypotheses reasonably and built up a hypothetical model including 8 variables like the service quality,corporate image,perceived ease of use,platform security,customer satisfaction,habit,stickiness,switching intention.Under the support of 339 valid sample data,the conceptual model was tested by methods of the questionnaire survey method,correlation analysis,regression analysis and mediating effect test.The results show that:1.Service quality,corporate image,perceived ease of use and platform security has a significant positive effect on customer satisfaction of the mobile financial platform.2.The hypothesis on positive effects between customer satisfaction and habit or stickiness is supported.3.Customer satisfaction,Stickiness and habit has a significant negative effect on users' switching intention of mobile financial platforms.4.Customer satisfaction affects users'switching intention of mobile financial platforms by partial mediating effects of Stickiness and habit.The major contribution of this research is that:1.Based on the relevant research achievements,the author defined the essential connotation of the mobile finance to provide some references for further specification and standardization of definition.2.From the perspective of losing customers,the author carried out the empirical research and constructed the corresponding hypothetical model successfully including 8 variables like the service quality,corporate image,perceived ease of use,platform security,customer satisfaction,habit,stickiness,switching intention in order to improve and promote mobile financial platforms.3.To some extent,this research complements the domestic empirical research achievements and offers some reference ideas for carrying out the follow-up study.4.Based on hypothesis testing results,the practical value of the model of users' switching intention of mobile financial platform was expounded and some suggestions of enhancing the user stickiness,cultivating the habit of using mobile financial platforms and enhancing the user satisfaction were offered,in order to play its guiding role in real life.