An Empirical Study On The Influencing Factors Of User Loyalty In Third Party Mobile Payment

The development of communication equipment technology and the continuous improvement of the mobile Internet environment have laid a good foundation for the development of mobile payment,and mobile payment has continuously penetrated into people's daily lives due to its efficient,convenient and flexible characteristics.It has become one of the mainstream payment methods in the current mobile Internet era.Third-party mobile payment has the fastest development,the highest penetration rate and the most representative in the field of mobile payment.Although third-party mobile payment started late in China,its development speed is very fast,and the rapid change and innovation of third-party mobile payment also make its competition increasingly fierce.In the current third-party mobile payment field by WeChat payment and Alipay payment monopoly,how to attract new users through the improvement of enterprises,platforms,products,and retention of old users is the most important issue for major third-party mobile payment companies.Therefore,in the current mobile Internet prevalence,it is very important to explore the third party mobile payment user loyalty factors.This paper introduces the overview of third-party mobile payment,combs the theoretical research of loyalty,combines the research theory of third-party mobile payment characteristics and loyalty,and constructs the influencing factor model of third-party mobile payment user loyalty,the questionnaire was designed based on each research variable,and the research data was collected by questionnaire survey.The collected sample data were analyzed by reliability analysis,validity test and structural equation modeling to study the relationship between each variable and user loyalty.It is concluded that service quality and perceived value have a significant positive impact on user satisfaction and user trust,and indirectly affect user loyalty through user satisfaction and user trust;negative correlation between perceived risk and user loyalty;user satisfaction,user trust,and conversion costs are positively affecting user loyalty.Combined with the research conclusions,the third-party mobile payment platform is proposed to cultivate user loyalty by improving service quality,enhancing user conversion barriers,improving user satisfaction and enhancing user trust.Looking back on the previous scholars 'research on the field of third-party mobile payment,they usually study mobile payment as a whole.A small amount of research on third-party mobile payment also focuses on marketing strategies,risk prevention,platform governance,and user satisfaction.There are few researches on third-party mobile payment user loyalty.The empirical research on the influence factors of thirdparty mobile payment user loyalty has enriched the theoretical research in the field of mobile payment,and extended the related research on user loyalty to the field of thirdparty mobile payment.