Adoption And Usage Behavior Of Rural Mobile Payment

The improvement of the rural financial environment has always been a systematic project that the government wants to guide and improve.Mobile payment,as it relies only on the network,mobile phone and other mobile devices,can complete online payment,transfer and other payment behaviors beyond time and geographical environment.It is undoubtedly an important solution to improve rural finance and accelerate financial poverty alleviation.As an important participating group in the rural financial environment,rural residents' attitude towards mobile payment determines the development of mobile payment in rural areas.As a service provider of mobile payment,financial institutions and the third-party payment companies have always wanted to study how to attract more users from the factors that affect user choice.From the existing literature,scholars usually use research models such as UTAUT,TAM,and add external variables to study the factors affecting user choice,and propose construction based on these factors.Based on the UTAUT model and the actual research situation,this paper introduces the perceived risk and explores the factors affecting rural residents' choice of mobile payment.After reading a large amount of literature,this paper proposes the research design.Meanwhile,the questionnaire design was carried out with reference to the classic literature scale.Taking Qingbaijiang District of Chengdu as the research area,a total of 310 questionnaires were distributed and 257 valid questionnaires were obtained.Firstly,the general descriptive statistical analysis of the questionnaire is carried out,and the basic overview of mobile payment in the survey area is obtained.Secondly,the reliability and validity analysis are completed to ensure the consistency and authenticity of the questionnaire.Finally,regression analysis is carried out to analyze whether there is a significant correlation between dependent variables and independent variables.The results show that performance expectations,effort expectations,facilitating conditions,and perceived risks all have a significant impact on the willingness of rural users to use mobile payments.Convenience conditions and usage intention also have a significant positive impact on usage behavior.Based on the above research conclusions,this paper provides corresponding suggestions for financial institutions,the third-party payment companies,and relevant government departments,so that mobile payment can act as the vanguard in rural financial construction,making mobile payment an important shortcut to improve the rural financial environment.