A Research On Mobile Payment Characteristics And Consumer Perception On Consumer Intention

Mobile payment refers to the mobile terminal,mobile tools including intelligent mobile phone,tablet computer,using Bluetooth,infrared,NFC(near field communication),RFID(radio frequency identification)technology,through the mobile communication network,realize the transfer of funds paid by Party A to pay the payee.China Mobile's payment market has entered a high-speed development period in 2017,and the competition for the scene under the mobile payment line will be further intensified.In the aspect of the policy factor,the government tightened the third party payment licenses issued,regulators allow the payment of the two-dimensional code is used in line transactions;acquiring market rates of acute reform line;in the aspect of economic factors,Chinese economic growth into the new normal,GDP to maintain rapid growth,the annual GDP of 74 trillion and 400 billion yuan,an increase of 6.7%in 2016;In terms of social factors,as of the end of 2016,the domestic mobile phone users reached 690 million,the growth rate of 12.18%,mobile phone end user groups the absolute scale continue to rise.In terms of technology factors,the rapid development of mobile Internet brings the continuous integration of online and offline consumer scenarios,and then brings huge room for mobile payment industry.These important factors contribute to the flourishing development of China Mobile's payment market,at the same time,the scale of mobile Internet users is increasing,and the market size is growing steadily.With the expansion of users in the mobile payment market,it is more important for consumers to study the willingness to accept and use mobile payment methods.The current researches mostly from the technology acceptance model of mobile payment technology on consumer acceptance process,this paper will be based on the previous research on the model of characteristics from the mobile payment(including mobile payment security,mobile payment convenience and mobile security payment)of decision-making perspective on consumer perceptions risk and perceived risk to construct the influence of cognitive process model for consumer use of mobile payment system will,and put forward the research hypothesis.Through the questionnaire survey,271 valid samples were collected to verify the research hypothesis.The results showed that consumer willingness to pay for mobile use is determined by the perceived risk and perceived value of its own,but the consumer perceived risk and consumer perceived value is affected by the mobile payment security,convenience and preferential three characteristics,and personal mobile payment knowledge will adjust the effect on consumers' perceived risk consumers' willingness to use degree.On the one hand,consumer behavior analysis helps mobile payment companies solve the problems of controlling business cost,optimizing the service value of big data,realizing industry extension and promoting product development.On the other hand,the new field has enriched the consumer related research in the field of online mobile payment.Finally,according to the research conclusion,this paper puts forward the marketing strategies of mobile payment enterprises to reduce consumers'perceived risk and improve consumers' perceived value,so as to promote consumers' willingness to use,for reference.