Research On The Factors Influencing Mobile Payment Behavior Of College Students

With the widespread popularity of smart phones、the rising of mobile Internet 、consumption scene of O2 O riching, mobile payment have entered a stage of rapid development. College Students is concerned users for mobile payment platform,they having great consumption potential and spreading ability. Therefore,that from the perspective of College Students study on factors of mobile paying is of great significance both in theory and in practice.Firstly, the paper analysised researching literature of domestic and foreign and the basic theory, while in-depth analysis of the realities of mobile payments and college students. Next, the paper select the factors of perceived benefits、social impact、compatibility、usage scenarios、 marketing subsidies、perceived risk、perceived ease of use、innovative personal as the eight college factors of mobile paying, put forward hypotheses and construct this paper model. Then, we collected research data through questionnaires, and use the method of descriptive statistical analysis、the method of reliability analysis、the method of validity analysis and the method of model hypothesis testing analysis data processing. The Conclusion of empirical analysis shows that: the factors of perceived benefits、social impact、compatibility、usage scenarios、marketing subsidies have a significant positive impact to mobile paying; the factors of perceived risk、perceived ease of use、personal use of innovative have not affect significan to mobile paying. Finally, the paper have provide relevant recommendations to the mobile payment platform from the point of view that the factors of perceived benefits、social impact、compatibility、usage scenarios、marketing subsidies.