| With3G services in China continuing to expand, mobility in means of payment willbe the trend. And in the Eleventh Five-Year plan of e-commerce development, the mobilee-commerce pilot and demonstration projects (mobile payment) is listed as one of sixpriorities of guide project. Number of mobile phone users in China has exceeded700million, in recent years, the mobile phone users’ number increase to120million, thedomestic mobile payment users have reached8250million, and the number has increasedevery year. Therefore, the mobile payment in China has a vast market and huge potentialfor development.It is not easy to quickly accept a new technology, in the process of acceptance; it willbe subject to the environment and many factors. When the user accepts a new technology,what factors have a greater impact of user’s decision? The provision of mobile paymentservices need to understand these important issues which will be discussed in this report.Innovation of this paper is to integrate the technology acceptance model (TAM),TAM2and personalized service integration model and scenario dependent (CAM).Anintegrated model has the advantage to extract the key factors which affect the useracceptance and use of a new technology. Combing summary and conclusions of previousexperience, through questionnaires and document analysis, find that perceived mobility,perceived cost, safety, and quality of service perceived, subjective norms and other factorswill impact on users. Use the statistical software SPSS17.0, and empirical testing of thesample data to build models, and eventually find some significant impact factors. Basedon these important factors, I make some marketing suggestions. Thesis research aims tohave some guidance for the operators and the relevant departments. |
