Study On The Users Positive Behavioral Intention To The Third Party Mobile Payment Based On Perceived Value

With the rapid development of mobile Internet and the popularity of smart phones,third party mobile payment business,represented by mobile AliPay,rise quickly.It broke through the payment limitations in time and space,and brought great convenience to us.In 2016,the third party mobile payment began to develop in the direction of social and financialization,and more and more enterprises at home and abroad joined the battle for market share.At the same time,we often see the news about the third party mobile payment enterprise's safety accidents.Facing the complicated and changeable environment,how to identify the influence factors of user's positive behavioral intention,how to improve their perceived value and enhance the continued use and word of mouth recommendation intention are the important issues that the third party mobile payment enterprise should pay attention to.First,this paper takes mobile AliPay as an example,based on the Value-based adoption model and utility theor builds the theoretical model from the perspective of perceived value called “The influencing factors of third party mobile payment users' positive behavior intention”.On the one hand,the perceived value's driving factors are divided into perceived benefits and perceived sacrifices.According to the third party mobile payment development trend of social and financialization,we introduce perception of social interaction and perception of financial benefit as new variables.They together with perceived ease of use,perceived convenience and perceived flow in constitute the measuring dimension of perceived benefits.And perceived sacrifices measured by perceived cost and perceived risk.On the other hand,we assumes that the user's experience has a moderating effect between the relationship of perceived value and positive behavior intention.And then,we construct structural equation model by means of amos21.0 and use questionnaire method verified the theoretical model and hypotheses.After data analysis,this paper draw the following conclusions:(1)All the dimensions of perceived benefits are have positive impact to perceived value.Impact from strong to weak was perceived convenience,perception of financial benefit,perceived flow in,perceived ease of use,perception of financial benefit.Perceived risk has a negative effect on perceived value,but perceived cost has no impact on it.(2)Perceived value is the strongest one in the factors affecting continued use intention.Perceived convenience,perceived ease of use,perception of financial benefit,perception of financial benefit affect continued use intention positively from strong to weak.Perceived risk has a negative effect on continued use intention,but perceived cost and perceived flow in have no impact on it.(3)Perceived value is the strongest one in the factors affecting word of mouth recommendation.Perceived flow in,perceived ease of use,perceived convenience affect it positively from strong to weak.Perceived risk has a negative effect on it,but perceived cost,perception of financial benefit,perception of financial benefit have no impact on it.(4)User's experience has a moderating effect between the relationship of perceived value and positive behavior intention.Finally,based on the above research,this paper puts forward four aspects of marketing suggestions to the third party mobile payment enterprise on how to promote positive behavioral intention: Perfect products and services,to improve the user perceived value;enhance the system security protection,reduce the user perceived risk;Establish incentive mechanism,and guide users to actively recommend;Based on users characteristics,implement differentiation and precision marketing.