The Study On Factors Influencing Customers’ Loyalty In Third-party Mobile Payment

With the breakthrough development of Chinese communication technology and the increasing popularity of mobile phones,Chinese third-party mobile payment has developed rapidly,it is transforming the traditional cash payment into mobile payment gradually and with the rapid development of the mobile payment market.While preempting user resources,how to retain users and improve user loyalty is an important consideration in the development of the mobile payment market at this stage.Therefore,the purpose of this study is to reflect the factors affecting the loyalty of college students and their influence by investigating the current situation of third-party mobile payment for college students.At the same time,it is a development proposal for third-party mobile payment brands to capture the payment market.This paper uses questionnaires to obtain data.It is based on the scholars’ research on loyalty and the characteristics of third-party mobile payment,The user loyalty model of a third-party mobile payment is constructed.This model involves nine latent variables of service quality,perceived value,perceived risk,user trust,situational factors,satisfaction,loyalty,converted costs,and alternative attraction and 15 related hypotheses are proposed between these variables.The relationship builds a Structural Equation Modeling.After the preliminary investigation confirmed the basic structure of the questionnaire,six Wuhan universities were selected in the formal investigation,and 686 valid questionnaires were finally obtained.After obtaining the final data through formal investigation,and it is confirmed reliability of the data by reliability analysis and validity analysis,the relevant third-party mobile payment used by the investigator is descriptively analyzed,and the collected data is analyzed by one-way analysis of variance,the analysis of the respective measurement variables of Alipay and WeChat payment shows that some variables have more or less influence on the user’s choice when selecting different software for payment.There is a lot of competition between different payment software brands.On this basis,the model and hypothesis of the research are tested by the structural model.The results show that “situational factors have a positive impact on loyalty”,“perceived risk has a negative relationship with perceived value”,and “perceived value has a positive impact on user trust” are not valid.Other assumptions are true.At the same time,perceived risk and converted costs have the greatest impact on loyalty.Finally,according to the research conclusions of this paper,several related rational suggestions are proposed for how to improve the loyalty of mobile payment users in the third party.