Research On Influencing Factors Of Consumers' Intention To Act In Third-party Mobile Payment

Benefit from the popularization of intelligent terminal equipment and 4G technology,in 2015 China launched the "Internet plus financial" O2 O times of the wind,also be like a raging fire mobile payment industry development.All kinds of technology of NFC,HC E,Token,biological recognition and other innovative application scenarios based on the continuously enriched,accelerate the development of online and offline business integration,the third-party mobile payment industry as an advanced means of payment and new consumption patterns,is of great concern to consumers.The rapid popularization has also spawned a fierce market competition,this is very necessary for operators that will grasp the adoption behavior of consumers,exploit affecting factors that consumers adopt third-party mobile payment,seize market share and gain competitive advantage.On the basis of reading a large number of literature,this paper analyzes the current situation of the research on the impact of the current consumer behavior intention,and combines with the research background of the third-party mobile payment.The purpose of this study is to explore the impact of the rapid development of the Internet and the fina ncial industry on consumer's intention to adopt the third-party mobile payment.In view of the current mobile research influenc ing consumer behavior in the field of intention to is vacancy and deficiency,this research based on the UTAUT model combined with the perceived risk theory,according to the characteristics of the third-party mobile payment,from the two aspects of consumer psychology and operator qualification summed up the influencing factors on consumer behavior intention as independent variable factors,combined with the influence factors of perceived risk,performance expectancy,effort expectancy,social influence,convenience,build a comprehensive third-party mobile payment consumer behavior intention model of factors,according to the model,we put forward the research hypotheses,and collect data through the questionnaire survey,the structural equation model proposed in this study is conducted to test the hypothesis by.The empirical research shows the influence factors on consumer behavior intention,according to the influence degree of absolute value from high to low: performance expectancy,effort expectancy,involvement,business scope,perceived risk,social influence,brand influence,convenient conditions,innovative variable,individual cognitive variables and marketing variables on consumers the positive influence on behavior intention in the P value of the 0.01 level is not significant.In addition,the UTAUT model has a better explanatory power to study the influencing factors model of third-party mobile payment consumer behavior intention.Based on the conclusions of empirical analysis,this paper puts forward some countermeasures and suggestions for the operators,and explains the limitations and shortcomings of this study.