Research On The Influencing Factors Of Customer Loyalty In Mobile Payment

Mobile Internet is the most popular concept now, as it has developed and mobile intelligent terminal industry, and now almost a smart terminal. Mobile Internet and mobile intelligent terminal is the basic conditions for the development of mobile commerce, with the maturity of the two conditions, within the scope of global mobile commerce presents a momentum of vigorous development, almost every industry wants to penetrate into the mobile commerce. There are many aspects of mobile commerce, mobile payment is an important part, so the research on mobile payment has been paid attention by scholars. With the mobile payment market is growing, more and more companies began to enter the market, which also led to the competition among the mobile payment service providers is becoming more and more intense. All businesses want users to maintain a certain degree of loyalty to their products, so the study of the factors affecting customer loyalty is particularly important.In this study, mobile payment, innovation diffusion theory, customer satisfaction, customer loyalty as the keyword literature search, through the literature review, try in the original innovation diffusion theory model based on, adding new mobile payment of perceived risk factors, in order to model more perfect. Model of the study in relative advantage, compatibility, ease of use, the observability, test, perceived risk as the independent variable, customer loyalty as dependent variable, the customer satisfaction as independent variables and dependent variables between the intermediary variables. And then design the questionnaire, collect data, collate data. Then, the collected data for statistical analysis, at last, the author using the method of empirical analysis explored the independent and mediating variables, because of the relationship between variables, mediating variables in the independent and dependent variables between the intermediary role.The main conclusions of this study are as follows:first, the attributes of the product itself has a significant impact on customer loyalty, mobile payment service providers should proceed from the attributes of the product itself, improve the quality of products, improve market share; second, the relationship between the test and customer loyalty is not particularly obvious, it may be with mobile the payment itself is not too easy to test the relationship, between perceived risk and customer loyalty has a significant negative correlation has been verified, the mobile payment service providers should try to reduce the risks of the products, in order to obtain a higher market share; third:customer satisfaction mediated the relationship between control variables and independent variables are verified. This conclusion can provide some reference significance for the study of later scholars.According to the results of the empirical analysis, from the following aspects for the development of mobile payment puts forward some development suggestions and Countermeasures:first, proceed on the properties of the product itself, improve product performance; second, to improve product safety, reduce the user perceived risk; third, actively cultivate consumers using mobile payment habits; fourth, actively layout line market, diversified development.