Research On The Mobile Payment Consumers' Continuous Use Intention And Its Influential Factors

Mobile Internet has entered a period of explosive growth,with broad prospects for development.As an emerging market,mobile payment market has also begun to be major businesses competing snatch.In this market,the user holders will have the first mover advantage.Exploring the continuous use intention of mobile payment after consumer's acceptance will help the mobile payment platform optimize products and achieve the user retention and growth.Therefore,this paper has identified the factors affecting the continuous use intention of mobile payment,analyzed the mechanism of various factors working on continuous use intention,and explored how enterprises enhance consumers' continuous use intention to further expand the mobile payment users.The specific research ideas of the thesis are as follows.Firstly,Based on the review of mobile payment,the technology acceptance theory,the expectation confirmation theory,the thesis has defined the concepts of mobile payment and mobile payment continuous use intention,summarized their characteristics and business model.Secondly,With the domestic mobile payment application development,this thesis makes the expectation confirmation model as the theoretical basis,adding the attitude and perceived privacy risk two factors,constructs a theoretical model of the continuous use intention of mobile payment.Thirdly,based on the analysis of the relationship between the variables in the theoretical model,this thesis puts forward the research hypothesis.And the hypothesis test and result analysis are carried out by means of questionnaire survey.Finally,according to the results of empirical analysis,developers and operators of mobile payment are put forward with relevant strategies.This thesis not only extends the application field of the expectancy recognition theory and the technology acceptance theory,but also provides a reference for enterprises to expand the mobile payment user groups.The methods of the thesis include literature review,in-depth interviews method,questionnaire survey and empirical analysis.By using literature review method,we make a summary of literatures about mobile payment,continuous use intention,technology acceptance theory and expectation confirmation theory,which lays a good foundation for the study of the thesis.By using in-depth interviews,we makean adjustment and correction of the questionnaire measurement scale,to ensure the content validity of the questionnaire.In order to gain a lot of practice,we adopt questionnaire survey to do an extensive research.And then we do the research hypothesis validation step by empirical analysis.The innovation of this thesis is reflected in two aspects.On the one hand,mobile payment as a new thing,the development of related technologies and business models are relatively immature,most studies on which focused on the industry development and operation mode.This thesis is focusing on the behavior of mobile payment and research on the mobile payment continuous use intention,which has some innovation on the research object.On the other hand,the thesis adds the attitude variables and perceived privacy risk variables into the expectation confirmation theory model,constructs the mobile payment continuous use intention model with external variables such as age and gender included,which has certain innovation in the theory method application.