Research On The Evaluation Of Perceived Risk Of Mobile Payment

On the environment of the mobile business, operators and service providers havedeveloped a wide range of mobile services, as an emerging payment instruments, themode of mobile payment has promoted a new payment concept and the trend ofdevelopment, the efficient, fast and ubiquitous runtime features which enhance the qualityand level of the mobile commerce business services are important advantages of mobilepayment. However, the data of Gartner’s2011statistics show that although the market sizeand the absolute number of users of mobile payment have a fast growth, but the proportionof the quantity of users which use mobile payment service is still low relatively. Manyresearchers believe that the consumer’s perceived risk is a key factor which affectsconsumer’s acceptance and use of mobile payment, thus the study on consumer’sperceived risk become a widespread concern of the business community and academia.From the60’s of the last century, scholars had carried out a series of researches onconsumers’ perceived risk. Because of the complexity of the concept system on theperceived risk field, there are many problems to be solved, such as the perception measuretheory on the consumer’s perceived risk needs to be extended, it is necessary to carry outthe evaluation research on consumer’s perceived risk and so on.Based on the research object of mobile payment, this paper constructs a series ofresearch models which include the model of the consumer’s behavior intention on mobilepayment based on the risk appetite, the model of the consumer’s perceived riskmanagement on mobile commerce, the model which describe the Logical relationship ofthe consumer’s purchase decision-making process, the mode of payment and consumer’sperceived risk factors to the action mechanism, metric theory and evaluating method ofconsumers’ perceived risk of the mobile payment. The main contents of this paper are asfollows:Firstly, this paper takes a typical e-wallet mobile payment as the prototype mode andelaborates the architecture, business process and key technologies of the mobile paymentsystem. On this basis, aimed to the individual consumer, this paper constructs a researchmodel of behavioral intention of the mobile payment and put forward the correspondingresearch hypotheses based on consumers’ personal risk appetite and perceived risktheoretical framework. The empirical results indicate that perceived risk has positiverelationship to the behavioral intention of the mobile payment, but consumers’ personal risk appetite has no significant impact on the attitude and behavioral intention. On thebasis of empirical research, this paper put forward a series of basic assumptions and has aresearch on the metric methods and model of consumer’s perceived risk of mobilepayment based on expected utility theory.Secondly, based on the contingency theory and consumer’s purchase decision theory,the study build a management model of mobile commerce consumer’s perceive risk.Through the guidance of the management model, this paper aims to investigate thevariation of perceived risk through the purchase decision-making process and impactdifference on each factor of perceived risk between mobile and online payment. Anresearch model is constructed based on the theory of purchase process and perceived riskand a series of hypotheses are proposed, the empirical results reveal that the level ofperceived risk is higher for mobile payment than for online payment to ticket orderingservices and a major finding is that there is a significant difference on impact of factor riskin various stages of consumer’s purchase process, the results laid the foundation for theevaluation of the perceived risk.Finally, according to Preliminary research results the research results existing onconsumer’s perceived risk of the mobile payment, this paper builds an evaluation indexsystem of the perceived risk. Based on the fuzzy mathematical theory and empiricalresearch method, the research constructs an evaluation model of consumer’s perceived riskof mobile payment which uses the fuzzy relation equations to determine Index weightsand uses the fuzzy comprehensive evaluation method to conduct a comprehensiveevaluation of the perceived risk.