Research On The Influence Of The Perceived Risk To Usage Intention Of Wechat Payment

The vigorous development of mobile commerce promotes the rapid development of mobile payment market and transactions of using mobile payment continuously break the record. The third party mobile payment is the best. Based on the original network payment channels, Alipay is far ahead in the number of users, stickiness, the extension speed and intensity of application scenarios. However, Wechat with its 438 million active users is regarded as the most promising mobile payment platform and is likely to exceed Alipay after opening the function of mobile payment. But the number of Wechat payment users account for the proportion of users is not ideal, many scholars believe that the consumer perceived risk is the key reason for consumers to accept the Wechat payment. So it is important to understand consumer perceived risk impact on usage intention of Wechat, further analyse how to get a higher usage intention of Wechat.The study selected a particular object of mobile payments – Wechat payment and analyse the impact of consumers perceived different risks on the use of Wechat payment on the usage intention of Wechat. On this basis, to join the Wechat payment trust variable and further study the role of Wechat payment trust. Through literature review, research divides consumer perceived risk into five dimensions: perceived economic risk, perceived privacy risk, perceived service risk, perceived psychological risk and perceived operational risk, Wechat payment trust is mainly divided into cognitive trust and affective trust. Using the SPSS and AMOS software of factor analysis and structural equation modeling methods to test the model hypothesis based on the recovery data of 308 questionnaires. The results show that perceived economic risk, perceived privacy risk, perceived service risk and perceived psychological risk have significant negative effect on usage intention and trust of We C hat payment; perceived service risk impacts the usage intention most and perceived economic risk influences trust most; Wechat payment cognitive trust and affective trust both significantly positive impact on the usage intention of Wechat payment, and the effect of emotional trust should be greater; Wechat payment trust is a mediating role in perceived risk and usage intention. According to the hypotheses testing results, suggestions for improving Wechat payment usage intention are proposed.