Research On Influencing Factors Of Perceived Risk By Mobile Payment Users

In recent years,mobile payment has developed rapidly and widely used in China.Its achievements are among the highest in the world and countless people and enterprises that benefit from the change of payment methods.Although China's mobile payment market has begun to take shape but still has a gap with the ideal state,the huge energy it contained has yet to be explored.In order to continue to explore this blue ocean,the author believes that it is necessary to deepen the acceptance and promotion of mobile payment.Digging,where user and user behavior should be the focus of research.Based on user behavior,this paper combines perceived risk theory and behavioral finance theory to explore the perceived risk of mobile payment and its influencing factors.The research process includes establishing models,collecting questionnaires,and empirical analysis.Firstly,based on the perceived risk theory,the theoretical model of the perceived risk factors of mobile payment users is proposed,and then an empirical survey is conducted by designing a structured questionnaire.The mobile payment perceived risk dimensions in the model include financial risk,privacy risk,functional risk,service risk,social risk,legal compliance risk and technical risk.The influencing factors include the user's personal factors,platform factors,institutional factors and social factors.Factors,institutional factors,and social factors are latent variables,and personal factors are regulatory variables.In this paper,493 valid questionnaires were collected and tested using SPSS.24 and AMOS.23.The empirical results show that users have the strongest perception of the risk that the product lacks service and the service cannot meet the demand.;the impact of platform factors on users' perceived financial risks,service risks and technical risks are positive;the influence of institutional factors on users' perceived privacy risks and perceived social risks is positive;environmental factors are positive for consumers.The impact of mobile payment-aware technology risk and perceived social risk is negative;the people who distinguish by gender,age,occupation,and frequency of use have significant differences in the impact path.Based on this,this paper suggests guiding users to make efficient use of the service function and improve customer service.Continue to build the reputation of the platform and undertake public welfare responsibilities,and the platform activities are not too divorced from the attributes of the platform;We will strengthen legislation on mobile finance,regulate information disclosure and enrich the means of supervision.Promoting technological progress and giving play to the favorable influence of environmental factors;Differentiate user groups for precision marketing.