Research On The Development Environment And Influential Factors Of The Willingness To Use CCB Mobile Payment Service In Xuzhou

Due to the comprehensive penetration of mobile Internet in all walks of life,ecommerce has moved from computer terminal to mobile terminal,and its involved fields and penetration intensity have also been greatly improved.Mobile payment also plays an increasingly important role in people's life.Unlike traditional cash and credit card payment methods,mobile payment has the inherent convenience to meet people's all-weather,region-wide payment and settlement needs.Whether they are third-party platforms,operators or commercial banks,many parties participate in each other and compete with each other.They have launched various preferential activities,continuously updated and improved mobile payment products,and the mobile payment field has shown a state of rapid development.Third party payments such as We Chat and Alipay occupy most of the market share as pioneers in the mobile payment field,and commercial banks have gradually formed their own mobile payment service system in recent years,striving to continuously expand their own influence.As one of the state-owned banks,China Construction Bank is faced with severe challenges.How to seize users' demand for mobile payment in the competitive external environment plays an important role in the growth of China Construction Bank mobile payment service.It deserves our considerable attention.Through theoretical analysis and empirical analysis,this thesis carries out relevant research on the development environment and the influential factors of willingness to use CCB mobile payment service in Xuzhou,and puts forward development countermeasures based on the research results.At first,after analyzing the related research results of research literature at home and abroad,this thesis introduces the related concept and theory,and details internal and external environment based on the analysis on the present situation of CCB mobile payment service in Xuzhou.Then,the thesis considers user demand and intention.On the basis of reference literature and the UTAUT model,the thesis combines with pay scenario,user habits and perceived risk factors to build a conceptual model,puts forward the research hypothesis,by recycling questionnaire survey data,carries out the reliability and validity analysis,uses structural equation model to confirm whether the influential factors on the CCB mobile payment are significant with SPSS and AMOS software.Research results show that social influence,perceived risk,facilitating conditions,performance expectation,effort expectation and payment scenario have significant influence on the willingness to use CCB mobile payment service in Xuzhou.The influence of users' habits on use intention is not very significant.Mobile payment products among banks are of obvious homogeneity and fierce competition in Xuzhou.We Chat and Alipay mobile payment occupy the mainstream position.CCB mobile payment products need to strengthen cooperation with third-party agencies such as We Chat,launch preferential activities and expand social influence in Xuzhou.Finally,based on the analysis of the development environment and influential factors of the willingness to use CCB mobile payment service,this thesis puts forward relevant ideas and specific suggestions.By expanding marketing promotion,improving the security index,making appropriate user division,expanding application scenario construction,increasing marketing activities such as discounts,optimizing the operation process,this thesis explores a new path to promote the development of CCB mobile payment service in Xuzhou.