Research On The Influence Of Mobile Payment On Consumers' Purchase Intention

As mobile payment security, technical, convenience continues to improve, mobile payment methods(such as bar code payment, mobile transfer, wearable pay, etc.) is popularized and application scenarios are integrated, which promote consumer consumption enthusiasm high. It is necessary to study the influence on consumers of mobile payment.The research will integrate mobile payment features with consumer purchase intention, and try to combine with purchase intention theoretical framework of the traditional environment in the rapid development of mobile payment environment, put forward purchase intention of consumer model under the condition of mobile payment. The purpose of research is to study the influence of mobile payments on consumer purchase intention, and then make recommendations for the business marketing improving marketing methods and choosing a more convenient mobile payment to conform to the trend of the times.According to VAM theory and the theory of purchase intention, the research constructs the models of the influence of mobile payment on consumers' purchase intention. The model consists of following parts: independent variables for the characteristics of mobile payment is convenience, safety, integration three dimensions; the dependent variable purchase intention for consumers; intermediary variables for the consumer perceived value, respectively, perceived usefulness, perceived entertainment, perceived cost and perceived complexity of four dimensions. At the same time, the research is based on variables referring to the relevant index, designing questionnaire, and collecting data. The research is analyzed collected data by SPSS22.0 and AMOS22.0, and the results conform to the test reliability and validity of data, then, it is conducted the correlation analysis and regression analysis. The results showed that characteristics of mobile payment has significantly influence on consumer's purchase intention, and consumers' perceived value plays an intermediary role between characteristics of mobile payment and consumer purchase intention.Firstly, the research analyzes the development of mobile payment, and points out that the rapid development of mobile payment to stimulate the consumers' enthusiasm. On this background, this research puts forward the purpose and significance of this study, and defines the research object as used in mobile payment crowd. Secondly, the research has reviewed related literature of the mobile payment, perceived value and consumer buying, and elaborates the latent variables. Then, the research builds model and puts forward hypothesis. Through the questionnaire design and data collection, the research conducts the empirical analysis of the questionnaire data, to verify this hypothesis. Finally, according to the result of the evaluation and summary, we put forward the deficiencies and future research direction.