Research On Influence Factors Of Intention To Use Thrid-party Mobile Payment

Nowadays,with the popularization of mobile communication technology and intelligent terminal equipment,the mobile internet had experienced unprecedented development,having a profound impact on people's daily life.As the basic application of mobile internet,mobile payment,especially the third-party mobile payment,had gradually become the mainstream payment method due to its features like convenience.However,previous researches of third-party mobile payment usually paid attention to the whole area of mobile payment rather than itself.And the study on the intention to use third-party mobile payment was yet to be developed.Also,third-party mobile payment showed new changes in its development path and evolution trend with the development of mobile internet.Therefore,the factors affecting use intention of third-party mobile payment were also bound to be updated.So it was very important to focus on the third-party mobile payment for further research,included new factors affecting the use intention considering the new developing phase of third-party mobile payment and studied the impact of various factors on use intention.This research eventually chose the Perceived Value Model,more applicable to study the third-party mobile payment compared to the models used by previous researchers like Technology Acceptance Model(TAM),Unified Theory of Acceptance and Use of Technology(UTAUT)and Value-based Adoption Model,(VAM).Specifically,the research chose the perceived benefit factors(include users' perceived usefulness,perceived usability,perceived benefits,and perceived convenience)perceived loss factors(include privacy risk and the security risk)and the innovative network externalities and usage scenarios richness to set up the model for use intention of third-party mobile payment.By designing an effective measurement scale,this paper made reliability analysis,validity analysis and structural equation model analysis of collected data to study the relationship between various factors and users' use intention.Furthermore,this study established an Evolutionary Game Model about the users and the third-party mobile payment platform to further study the privacy issues when using the third-party mobile payment.Final result showed that users' perceived usefulness,perceived usability,perceived benefits,and perceived convenience had a positive significant impact on users' perceived value.Privacy risk had a significant negative impact on users' perceived value.And the influence of security risk on perceived value was not significant.What's more,the positive significant influence of network externality and the usage scenarios richness on perceived value proposed in this study was in line with the development status and trend of third-party mobile payment.Also,the results of Evolutionary Game Model showed that it was positive factors like perceived usefulness,perceived usability,perceived benefits,perceived convenience and network externality that increased users'perceived value and diluted their perception of privacy risks so that users would eventually choose to provide personal privacy information when using third-party mobile payment.Evolutionary Game Model further strengthen the previous empirical study and better explain intention and use behavior of users based on the perceived value.Finally,based on the empirical data analysis results and evolutionary game conclusion,this study provided applicable suggestion on optimize product functions,cultivate using habits,and improve user coverage,promoting the development of third-party mobile payment in China.