Study On Influencing Factors Of Rural Residents' Willingness To Use Mobile Payment

With the gradual improvement of rural network infrastructure and the popularization of mobile phones in rural areas,mobile payment has shown a rapid development trend in rural areas,which has positively contributed to the improvement of rural financial service systems and the development of rural inclusive finance.As an important part of the modern payment system,mobile payment is characterized by high efficiency,low cost,and simplicity,and its coverage has rapidly expanded from urban to rural areas in recent years.However,due to the fact that the construction of rural payment environment is not yet complete,and the level of mass culture in rural areas is relatively low,affected by traditional consumption patterns and habits,rural residents have limited acceptance of emerging mobile payment services,this has become an important reason for restricting the promotion of mobile payments in rural areas at this stage.What factors affect the willingness of rural residents to use mobile payments? How to overcome these unfavorable factors and accelerate the promotion of mobile payment in rural areas? This is the research topic of this article.Therefore,this article begins with an analysis of the rural mobile payment profile,describes in detail the rural mobile payment model,payment environment,and payment industry chain,and then focus on the rural residents' acceptance of mobile payments,and empirically analyze the factors that affect rural residents' willingness to use mobile payments.In the empirical analysis section,based on the UTAUT theory,combined with the theory of perceived risk,this paper proposes related assumptions of the influencing factors of rural residents' willingness to use mobile payment with the support of existing literature,and uses binary logistic regression analysis method to conduct empirical analysis,explore the influencing factors related to rural residents' willingness to use mobile payment,and put forward relevant countermeasures based on the conclusions.In the empirical analysis section,first of all,the common variables are extracted from the four dimensions of performance expectation,effort expectation,social influence,and perceived risk,and then logistic regression analysis is performed usingthe four common factors and personal characteristic variables and dependent variables.The following conclusions have been drawn: Performance expectation,effort expectation,social influence,perceived risk,and education level have a significant impact on the willingness of rural residents to use mobile payments.The remaining variables including gender,age,and income level have no significant effect on dependent variables.Performance expectation,effort expectation,and social influence have a positive impact on the willingness to use mobile payments.Perceived risk have a negative impact on the willingness to use mobile payments.The influencing factors of rural residents' mobile payment use willingness are ranked in descending order of impact,which are effort expectation,performance expectation,perceived risk,and social influence.Based on this conclusion,this paper puts forward some countermeasures and suggestions for the promotion of rural mobile payment,including: speeding up the construction of rural mobile payment infrastructure;reducing the cost of payment and settlement services;strengthening the promotion of mobile payment;strengthening the training of mobile payment related knowledge;increasing mobile payment payment discount activities;improving financial literacy among rural residents.