Research On The Influencing Factors Of Consumers' Usage Willingness To The Third-Party Mobile Payment

In recent years,with the promotion of communication technologies and intelligent terminal devices,Internet connection through mobile devices has become a new mode.As the basic application of the Internet,mobile payment has gradually become the hub of mobile commerce,and the scale of the mobile payment market is growing rapidly.In the mobile payment system,third-party mobile payment has developed rapidly due to its security and convenience.It has established broad and stable user base,and has become the main payment method.However,by consulting relevant literatures,scholars usually conduct research on mobile payment or online payment.Research on third-party mobile payment is relatively rare.And the analysis of factors affecting consumers' willingness to use is not perfect.Moreover,research is usually based on the TRA model and the TAM model,and there are few studies combining other related theories.Therefore,it is necessary to focus on the third-party mobile payment field to conduct in-depth research,and explore the impact of various variables on consumers' willingness to use combined with the characteristics of third-party mobile payment.By summarizing related models and theories,combined with the characteristics of third-party mobile payment,this paper finally chooses the TAM model as the basis,and combines the TRA model,the Perceived Risk theory and the Innovation Diffusion theory.Five variables were included in the model,including perceived usefulness,perceived ease of use,subjective norms,perceived risk and individual innovation.Demographic variables were used as control variables to analyze the factors affecting the willingness to use.Based on the model,the questionnaire was designed based on the research results of relevant scholars and the mature measurement scale.Reliability analysis,validity analysis and structural equation modeling were used to study the influence of each variable on willingness to use.At the same time,one-way analysis of variance was used to study the differences among consumers of different characteristics in the influencing factors.This paper mainly focuses on the consumers who have certain experience in mobile Internet and have experience in third-party mobile payment.The survey of the questionnaire was mainly carried out through the Internet,and assisted by the paper questionnaire.A total of 241 valid questionnaires were collected.Research shows:(1)Perceived usefulness,perceived ease of use,subjective norms,and individual innovation significantly positively affect the willingness to use,and perceived risk significantly negatively affects the willingness to use.According to the size of the path coefficient,the factors affecting the willingness to use are subjective norm,individual innovation,perceived usefulness,perceived ease of use,and perceived risk(2)Perceived ease of use and subjective norms significantly positively affect perceived usefulness,and there is no correlation between perceived risk and perceived usefulness.(3)Gender has significant differences in perceived usefulness and perceived ease of use.Men are more likely than women to think that third-party mobile payments are useful and easy to use.(4)Age has significant differences in perceived ease of use and subjective norms.Consumers aged 18 to 30 are more aware of perceived ease of use and subjective norms.(5)The degree of education has significant differences in individual innovation.The consumers with the cultural level of junior high school and below have a lower awareness of individual innovation than other cultural groups.(6)The monthly average disposable income has no significant difference in the influencing factors.Finally,this paper provides suggestions on how third-party mobile payment platforms can enhance consumers' experience,reduce consumers' perceived risks,and expand markets.