An Empirical Study On The Willingness Of Using Fujian Rural Credit Mobile Banking Mobile Payment In Rural Areas

With the rapid development of network technology,Internet finance and mobile finance have become emerging financial service models.As the main body of the financial industry,banking institutions have gradually shifted from traditional counters to more convenient mobile network,so mobile payment emerges as the time requires.As one of the mobile payment channels,mobile banking has been enabled to develop rapidly and become the mainstream business carrier supporting mobile payment with the national promotion of 4G technology and the popularity of smart phones.As a technologically transforming financial business,mobile banking is affecting all aspects of people’s production and life.It is also becoming one of the bank’s future development trends and the important indicators to measure the bank’s core competitiveness.The use of mobile banking to develop mobile payments is being valued by domestic and foreign commercial banks and third-party payment platforms,and is gradually being placed in a strategic development target position.This paper takes Fujian Rural Credit Mobile Banking as a research object in rural areas,and comprehensively analyzes the development history,current situation and existing problems of Fujian Rural Credit Mobile Banking,and uses SWOT analysis tool to analyze its internal and external environment to find that the advantages and opportunities of developing Fujian Rural Credit Mobile Banking outweigh the disadvantages and threats with good market competitiveness.By segmenting customer groups,it is possible to make use of its advantages and turn challenges into opportunities,which can further stabilize its mobile payment market share and competitiveness in rural areas of Fujian.Through the Logit tool to quantitatively analyze the willingness to use Fujian Rural Credit Mobile Banking’s mobile payment in the rural areas,the study believes that the development of Fujian Rural Credit Mobile Banking in rural areas need to focus on the users’ performance expectations,hard work expectations,and social influence,and other important contents,in order to further determine the strategic targets of developing mobile banking in rural areas.To achieve its strategic targets,Fujian Rural Credit Co.,Ltd.,as the main force serving rural revitalization,must grasp the good opportunities of the government to develop inclusive finance,make good use of rural regional development policies,and formulate the implementation strategy of Fujian Rural Credit Mobile Banking business development from policy research,innovative service models,customer group segmentation,and improved performance appraisal,increasing application scenarios,ascending the rate of mobilization,improving customer experience and other aspects to better achieve short-term and long-term strategic objectives,and to solve the bottlenecks in the development accurately,so as to provide effective guarantee for the development of Fujian Rural Credit Business with high quality.