Consumers Mobile Payment To A Third Party The Influence Factors Of Brand Loyalty

As buy smartphones population increasing, and people’s consumer behavior by using the payment gradually shift from the traditional mode to use mobile phones for payment, the third party mobile payment experienced explosive growth, this attractive "big cake" from various mobile payment enterprises pursue. Although payment brands on the market emerge in endlessly, the war of competing for the market "big cake" has been like a raging fire, but really can let consumers remember and long-term form habits pay brand. Each pay for enterprise to maintain its own brand has occupied market share even more, to understand what factors affect consumers to pay the brand loyalty is the urgent affairs.This paper first describes the background of our country to pay market situation at home and abroad and the research status of the relevant question, response:why do you want to study this problem, and determine which method to use research this problem, namely how to specifically expounds several main research content, vividly expressed in the form of frame in this paper, the thinking of research, at the end, puts forward the innovation points in this paper. Second around the research object to the third party mobile payment and brand concept defining, expounds the theoretical basis of research, namely integrated technology to accept and use the model and the theory of brand loyalty. Again build a research model, this paper proposed the influence consumers mobile payment to a third party the definition of the variable factors of brand loyalty, and design the questionnaire. Then use SPSS21.0 AMOS 17.0 and process the collected data for empirical research results of the analysis discussion, after several basis of statistical data analysis, and then to verify structural equation model analysis, this paper concluded the following results:(1) the performance expectations, to expect, convenience, customer satisfaction, security, mobile payment to a third party brand loyalty is a significant positive correlation; (2) the social impact and emotional preference for third party mobile payment brand loyalty is no statistically significant correlation. This article’s conclusion is given, for the third party mobile payment business management provides some enlightenment, and for this paper, conclusion and outlook.In my thesis, contribution is to inaugurate a new direction for the study on third-party mobile payment, the third party mobile payment with brand loyalty two aspects, discusses the maintaining of the payment of third party mobile payment users of the brand loyalty. To bring some branding to third party mobile payment enterprises.