Research On The Mobile Payment User’s Continuous Usage Behavior Under The Background Of Internet Finance

In the opening ceremony of the second session of the National People’s Congress,Premier Li Keqiang pointed out in the government work report that it is necessary to speed up the promotion of ‘Internet +’ in various fields of various industries,continue to promote the network to speed up and reduce fees,and carry out urban Gigabit broadband home demonstration.This brings new opportunities and development potential to the mobile payment industry.In the context of Internet finance,mobile payment is gradually shifting from a high-speed growth stage to a high-quality development stage.With the increasing needs of people for a better life,people’s demand for mobile payment services is getting higher and higher,which also brings great development space to the mobile payment industry.From the current network payment market in China,mobile payment occupies an absolute market position.As mobile payments mature,user scale growth has slowed down,and maintaining the continued use of users has become a key issue.Long-term existence is better than short-lived glory.This paper is devoted to studying the long-term development of mobile payment companies and the factors that influence users’ long-term sustainable use.This paper starts with the literature review and theoretical framework setting,and puts forward the influencing factors and research problems through the analysis and combing of the actual development status and actual problems of mobile payment,and then use the explanatory structural equation model to analyze the factors affecting the development of mobile payment.The results show that user characteristics and habits are the fundamental factors affecting the development of mobile payment.On the basis of this research,from the perspective of user behavior theory.This paper explores the important factors that change the user’s willingness to continue to use behavior,and refines,expands and integrates the relationship between the influencing factors based on relevant literature.According to themechanism elaboration and relationship hypothesis,building structural equation modeling on the impact of mobile payment users continue to use behavior.Through the method of questionnaire survey,the empirical research on the researched problems will provide reference value for improving the development of mobile payment innovation and better serving users.