Research On The Influencing Factors Of Third-party Mobile Payment Users’ Brand Loyalty

With the rapid development of economy,network technology also shows a good momentum of development.Driven by e-commerce,third-party payment has been on the rise.As it is more convenient than traditional payment method,it is popular among residents and has become the preferred payment method.Aiming at the current development trend of mobile Internet,this paper combines the characteristics and attributes of third-party mobile payment with brand loyalty,and makes an analysis of the research topic.Firstly,this paper introduces the development status of China’s third-party payment market,summarizes the existing theoretical results,answers the reasons for choosing the topic of this paper,and discusses the specific research methods and contents.In order to make the paper more logical,a frame diagram is used to present the research ideas.Secondly,combining with the specific research object,this paper first introduces the concepts of third-party mobile payment and brand loyalty.The research model was established again to summarize and explain the variables affecting the above two elements and complete the design of the questionnaire.Then the collected data results are analyzed and discussed through empirical research,and finally the research conclusion is drawn to provide reference for third-party mobile payment enterprises to carry out management activities,and the future research prospect is proposed.The innovation of this paper lies in that it also takes into account the two concepts of mobile payment brand and brand loyalty,analyzes the influence between the two sides,understands why third-party mobile payment users form brand loyalty,and provides new ideas for the development of third-party mobile payment enterprises.In this paper,the conception of Unified Theory of Acceptance and Use of Technology(UTAUT)and integrating theory of brand loyalty,and complete the building of model,in combination with the actual case,on the basis of analyzing the reason of influence consumer brand loyalty,combined with the reality of the third party mobile payment enterprise analysis,provide theoretical guidance for the enterprise brand image.Through the research of this paper,the main purposes expected to achieve are as follows: first,through the analysis of the status quo of third-party mobile payment in the current economic market,to explore the reasonsaffecting users’ loyalty to third-party mobile payment brand;Secondly,quantitative analysis is carried out on the basis of the model to understand the actual impact of various factors.Finally,this paper summarizes the theoretical content,explores the future development ideas of third-party mobile payment brands by referring to the current economic development trend of China,and provides certain guarantee for the sustainable development of enterprises.