The Effect Of Platform Dependence On Consumers' Mobile Payment Choice

In recent years,mobile payment plateform has been greatly concerned due to its rapid development.However,most researches about mobile payment still focus on mobile payment usage intension,and consumer's dependence on the mobile payment plateform is likely to have an important impact on their mobile payment choices,which has not received much attention yet.Thus,based on the Utility Theory,this paper pays attention to how the six perceived payment attributes influence consumers' mobile payment choice,which include perceived setup effort,perceived outside acceptance,perceived payment convenience,perceived financial risk,perceived record-keeping convenience and perceived price level.Moreover,based on the Technology Dependence Theory,this paper puts forward that consumers have a dependent relationship with mobile platform,and focuses on analyzing the moderating effect of consumers' platform dependence on their mobile payment choice.This paper tests the reliability and validity of research scale a t preliminary experiment,and collects research data through formal experiment.Logit Model regression results show that the six perceived payment attributes have a significant influence on mobile payment choice,and platform dependence can moderate the relationship between perceived payment attributes and mobile payment choice.More specifically,on the one hand,platform dependence of Alipay can increase the negative effect of its perceived outside acceptance,its perceived payment convenience and We Chat's perceived setup effort,but decrease the positive effect of We Chat's perceived record-keeping convenience and perceived price level on consumers' payment choice.On the other hand,platform dependence of We Chat can increase the positive effect of its perceived record-keeping convenience,its perceived price level,and increase the positive effect of Alipay's perceived financial risk on consumers' payment choice.Furthermore,both direct effect and moderating effect imply that Alipay and We Chat pay are a pair of substitute products.Finally,this paper provides some suggestions about service design and promotion strategy to mobile payment service provider.Moreover,this paper has certain warning significance to consumers about rational decision-making.