The Research On The Influence Of User Stickiness On The Development Of Mobile Payment Services

The development of new IT technology has promoted the integration of exclusive manufacturing and modern services,changed the organization and operation of the whole economy,and promoted the comprehensive transformation of business model.As a representative of high technology services,mobile payment services began in the form of SMS message payment in Finland in 1997,and innovated and developed by using different operation model in the world.The domestic mobile payment services began in 1999 with the cooperation between China Mobile and related banks in some provinces and cities in China,and with the development of communication technology,the change of different forms of payment is presented.Users play a role of value creator in the mobile payment services.Only when the user uses the mobile payment services,the whole services ecosystem can run and help the other stakeholders to achieve the value in this process,and finally achieve the overall value of the mobile payment services ecosystem.After reading and analyzing the literature of the theory of business ecosystem,network externality,and the related literature of mobile payment services,this paper thinks that mobile payment service is a kind of business ecosystem and has the characteristics of network externality.At the same time,combined with the actual development of domestic mobile payment services,this paper divides the development of domestic mobile payment services into three phases,and studies the impact of user stickiness on the first two stages of mobile payment services in terms of transaction frequency,user scale and active user number.At the same time,it depicts the partnership with the number of partners and the quality of services,and to study the intermediary role in the development of mobile payment services.At last,as banks have been playing an indispensable role in the mobile payment services,this paper uses the ADF unit root test,Granger test and fixed effects regression model of Eviews8.0 software to make an empirical study on the panel data of 12 domestic banks in 2006-2017 and the 12 corresponding mobile payment platforms APP panel data in 2011-2017.Through empirical research,this paper draws a conclusion that the transaction frequency within the user stickiness variable has a positive impact on the development of mobile payment services only for the first stage,and the role of user scale runs through the two stages of mobile payment services,and the number of active users has a positive impact for the second stage.The number of partners in the partnership has played an intermediary role in the whole development of mobile payment services,while the intermediary role of the quality of services has not been reflected.In this paper,the development of mobile payment services is studied by users and partners as the element of value creation,and the evolution mechanism of the development of high technology services is perfected in theory.At the same time,the development of mobile payment services,especially the development of mobile payment services for financial institutions represented by banks,has been put forward.The proposal has practical significance for the subsequent innovation and development.