Study On The Factors Affecting College Students' Satisfaction On Third-party Mobile Payment

With the continuous progress of mobile communication technology and the increasing popularity of smart phones,especially due to the heavily subsidies and promotion by the third party mobile payment companies,third party mobile payment in China has grown quickly,with a good user base.At present,researches on users' behaviors of third-party mobile payment mainly focus on the pre-adoption stage(study on the wishes of the users),and there is relatively scarce research about the factors affecting the satisfaction of third-party mobile payment.The commercial value of the third party mobile payment depends on the participation of users.Therefore,in order to develop third-party mobile payment market and related platform,it is helpful to study the factors influencing students' satisfaction of the use of third party mobile payment as well as the degree of these factors that influence students to use third party mobile payment.First of all,this thesis states the research object by defining third-party mobile payment.On this basis,the author sorts out the literature review of user' behaviors of third-party mobile payment,analyzes and summarizes the factors that influence third-party mobile payment satisfaction.From the perspective of perceived value theory and perceptual risk theory,there are six factors: usability,usefulness,helpfulness,privacy risk,consumption risk and use-cost.Six major factors are subdivided into 19 observational variables,which constitutes model index system aiming to study students' satisfaction of using third-party mobile payment.Secondly,the author designs the scale and questionnaire on the basis of index system.Thirdly,the author hands out questionnaires to colleges students,to obtain authentic data.And then analyzes the data by factor analysis method.Finally,the author gets the conclusion that the students' overall satisfaction of the third-party mobile payment is pretty high,but there is still big room for the improvement of the service quality of third-party mobile payment platform.Students pay great attention to the management of the privacy and operational risk of the third party mobile payment platform.Students are very dissatisfied with withdrawal fee collected by third party mobile payment platform;however,students do not pay much attention to the cost of using third-party mobile payment platform apart from withdrawal fee;student' satisfaction will be enhanced by value-added service from third-party mobile payment platform.According to the conclusion,the author gives the following advice: make full use of modern technology to serve the customers;reduce withdrawal fees and find other profit model;set a positive image of risk prevention to increase users' sense of security;organize activities from time to time to make special offers for consumers;focus all the energy and resources on third-party mobile payment platform to make it better.