Research On Influencing Factors Of User's Acceptance Behavior Of Offline Mobile Payment

With the rapid penetration of mobile payment to offline payment scenarios,the fac-tors affecting usersfuse of mobile payment offline will gradually attract people's attention.Based on the integrated technology acceptance and use model(UTAUT),considering the development characteristics of mobile payment offline,this paper introduces three poten-tial variables:perceived risk,financial incentive and trust,and a regulatory variable of situational factors,and constructs a model of influencing factors of consumers' behavior to use offline mobile payment.Then,the sample data for empirical analysis is obtained by issuing questionnaires in Hohhot.The collected sample data is divided into two parts based on whether mobile payment has been used offline or not.This paper validates the hypothesis by 216 sample data that have used mobile payment offline,and makes an analysis of the reasons by 43 sample data that have not used mobile payment offline.The results show that usage behavior is predicated by willingness to use,expectation utility,effort expectation,social impact,financial incentive and trust have positive and signifi-cant effects on willingness to use,perceived risk has no significant negative impact on willingness to use,and situational factors have a positive and significant moderating ef-fect on the relationship between willingness to use and actual use behavior.On the basis of accurately grasping the key factors affecting usersf behavior to use offline mobile payment,seven suggestions are put forward for mobile payment service providers to further improve the industry chain of mobile payment,such as paying attention to user experience,improving product functionality and simplify operation;paying attention to word-of-mouth marketing,expanding social impact;cooperating with offline sellers to increase preferential subsidies,and strengthening user awareness;and so on.