Research On The Expansion Strategy Of Mobile Payment In Individual Merchants

Mobile payment,not only subordinate to the concept of network payment,but also included in the category of third-party payment.Since 2014,thanks to the popularity of mobile Internet and the support of related hardware and software conditions of mobile payment,the growth trend has been booming and flourishing.However,Alipay and Tenpay accounted for more than 90% of the transaction share in China's third-party mobile payment market.So the traditional commercial banks and other Internet finance companies have failed to form strong control in the mobile payment market.At the same time,in the huge mobile payment industry chain,individual merchants,enrich the application scenarios of mobile payment with their high-frequency,small-value and intricate business characteristics.Throughout the existing literature,research on factors affecting the willingness to use mobile payments is not a minority.However,there is a lack of research on the expansion of the mobile payment market.Not only are there certain limitations in the research object,but also the research methods are mostly theoretical,and few empirical analysis.Therefore,it is particularly important to explore the factors that affect the use of mobile payment as a way of daily payment,and to summarize the strategy of promoting non-mainstream mobile payment service providers to expand the mobile payment market.Based on this,this paper locates the research objects in the business circle around University in Wuhan.Besides,the existing mature research results on the influencing factors of mobile payment are applied to the research of mobile payment expansion strategy,which lacks empirical analysis.The former analysis results as the basis of the latter.The specific research work of this paper can be summed up as follows: Firstly,the existing research results of mobile payment are summarized and commented,and the related theoretical and model analysis methods are sorted out to provide strong support for the subsequent empirical analysis.Secondly,based on the Technology Acceptance Model(TAM)and Value-based Adoption of Model(VAM),seven categories of variables such as perceived usefulness,perceived ease of use,perceived risk,network externality,personalized services are selected,perceived value,willingness to use are selected and twenty-three constructive items are used to construct a model of willingness to use mobile payment adapted to the characteristics of merchant groups,so as to facilitate the analysis of the results of the tested samples.Thirdly,the theoretical model and scale samples are substituted into the empirical tests,and the structural equation model analysis and the influence of willingness to use mobile payment based on the characteristics of individual heterogeneity are studied.Empirical results show that,except that the perceived usefulness fails to have a significant impact on the use value and the perceived value is not significantly affected by the perceived risk,the other hypotheses are tested.At the same time,individual merchants with different educational backgrounds have different perceptions of the other five variables except personalized services.Finally,in order to help the non-mainstream mobile payment service providers participate in the expansion of mobile payment industry in the individual business community,this paper summarizes the above research results and provides some reference suggestions for mobile payment in technology application and service expansion.The innovations in this article are reflected in two aspects.On the one hand,Based on a specific group,it provides new research ideas and methods for the research of mobile payment market expansion strategy,which not only introduces individual merchant groups to fill the existing gaps in research objects,but also avoids the pure theoretical inquiry in the past.Besides,by constructing an adaptive model,this paper explores the factors affecting the group's willingness to use mobile payment,and summarizes a targeted market expansion strategy,combining with empirical analysis.Secondly,after the factors are explored,the analysis will continue,and the factors affecting the willingness to use mobile payment based on the characteristics of individual heterogeneity will be explored,and the subsequent non-mainstream mobile payment service providers will seize the mobile payment market transaction share and make the mobile payment service more capable.Extensively radiate this group to provide more targeted advice.On the other hand,extend the analysis within the existing research results,and explore the influencing factors of mobile payment use intention based on individual heterogeneity characteristics of human merchants,so as to provide more pertinent relevant analysis for the follow-up like the non-mainstream mobile payment service providers to seize the mobile payment market transaction share and make a better service for the individual merchant groups.