Research On The Influencing Factors Of Users' Continuous Usage Intention Towards Third-party Mobile Payment

In recent years,the rapid development of mobile internet and the popularity of mobile phones,tablets and other intelligent mobile terminals provide a good opportunity for the development of mobile payment.Especially,the third-party mobile payment benefits the most and obtains the fastest development.The third-party mobile payment has changed people's payment habits and been widely recognized by users.However,from the point of view of practical application,the development of third-party mobile payment market is also facing more and more challenges.On the one hand,the third-party mobile payment is still in the growing stage,and there are still some shortcomings in itself.On the other hand,the mobile payment operators,which are dominated by financial institutions and mobile operators,are also paying more and more attention to the payment market that further intensified the market competition environment.How to seek development in the fierce market competition has become an urgent problem for the third-party mobile payment operators.The user's willingness to use continuously is the key to the development of the third-party mobile payment.Therefore,it is of great practical significance to study the influencing factors and the mechanism of these factors on the marketing promotion decision of the third-party mobile payment users.This thesis considers the third-party mobile payment user as the research object.Based on the Expectation Confirmation Model of IS Continuance(ECM-ISC)and the Value-based Adoption Model(VAM),this thesis constructs a model of the influencing factors of the third-party mobile payment user's willingness to use continuously.This model includes six factors which are the expected confirmation degree,the perception usefulness,the perceptual usability,the perceived risk,the user satisfaction and the perceived value.Through the design,distribution and collection of the questionnaire,the reliability and validity of the data are analyzed by software SPSS 22.0 and AMOS22.0,which results in that the research model and hypothesis are validated.Based on this,this thesis reveals the influence mechanism of users' willingness to use continuously,and provides suggestions for third-party mobile payment operators to identify the key factors of users' willingness to use continuously and promote the decision of users.By using empirical research,this paper draws the following conclusions: the expectation-confirmation level,perceived usefulness,satisfaction and perceived value have a direct and significant positive impact on the willingness to use continuously.The degree of expected confirmation,perceived usefulness and perceived ease of use have an indirect and significant positive impact on the willingness to use continuously.The perceived risk have a significant direct and indirect negative impact on the willingness to use continuously.The satisfaction and perceived value play an intermediary role in the impact of expected confirmation,perceived usefulness,perceived usability and perceived risk on the willingness to use continuously.Finally,according to the corresponding research conclusions,this research puts forward six management suggestions for the third-party mobile payment operators: continuously pay attention to users' expectations to enhance the level of user expectation confirmation;improve use value to enhance user perceived usefulness;optimize operation process to enhance user perceived usability;strengthen security precautions to reduce user perceived risk;enrich application scenarios to improve user perceived value;improve service quality to enhance user satisfaction.