Empirical Analysis Of Factors That Influence Consemers' Willingness To Use We-Chat Payment

The thriving development of mobile payment and large user groups have attracted many enterprises to participate in the mobile payment industry.We-Chat payment,a derivative of We-Chat,is a unique mobile payment.We-Chat as a social platform,has its solid users,however,the number of We-Chat payment users or the number of active users differ greatly from the number of active users of We-Chat.In order to narrow or even balance the gap between the number of We-Chat active users and the number of We-Chat active payment users,it is very important to explore the factors that affect consumers' usage intention of We-Chat payment.In order to stimulate the activity of We-Chat payment,using perceived risk theory,valence theory,technology acceptance theory,innovation diffusion theory,applying the data of the questionnaire.The paper studies the possible problems in the application of We-Chat payment,and establishes the influencing factors model.The main research contents are as follows:First of all,I have systematically reviewed the related theories and literatures at home and abroad.Based on the previous studies,the deficiencies of the relevant research is found and the feasibility of this study is pointed out.Secondly,using Unified Theory of Acceptance and Use of Technology Model to construct the theoretical model of influencing factors,and put forward the relevant hypothesis.AMOS and SPASS software are selected as analysis tools,then use structural equation model to verify the hypothesis,and obtained the influencing factors.The results show that the factors influence consumers' choice of using We-Chat payment are extremely complicated.Perceived risk,adoption readiness and personal characteristics have significant impact on consumers' willingness to use.Among them,the perceived risk significantly negatively affects consumers' willingness to use;adoption readiness significantly positively affects consumers' willingness to use;adoption readiness plays a partial intermediary role in the relationship between perceived risk and willingness to use;and personal characteristics such as age,occupation,the education and the number of weekly use of We-Chat payments and sex played significant moderating effect on the intermediary model that consisting of three latent variables: perceived risk,adoption readiness and willingness to use.Finally,according to the theoretical study and empirical analysis of the article,we put forward some suggestions for the enterprise to help the enterprise to realize the improvement of the user's willingness to use and the increase of the frequency of use,then achieve a win-win situation.