Research On Mobile Payment Behavior Of Undergraduates Under The Background Of Internet Finance

In recent years,payment and settlement have been in a new phase of progress due to the rapid development of communication technology and the rapid popularization of the Internet worldwide.Because of the convenience of mobile payment,it has become the industry with fastest develop ment and much market potential.At the same time,the number of Chinese Internet users especially mobile Internet users grows year by year,which has laid a good foundation for the development of mobile payment.Therefore,major carriers throw themselves into it to own the market share.Under the circumstance,it is necessary to understand Chinese users' intention of mobile payment and to explore factors affecting it in order to predict the user behavior,to cater the user psychology,to customize the marketing strategy and to expand the market share rapidly.Therefore,this paper possesses both theoretical value and practical significance.The author has selected the most representative group,the college students,as the research object,analyzed their behavior characteristics and studied their intention to use mobile payment.The paper first expounds the relevant basic theories,especially those concerning the mainstream mobile payment and then reviews the literature on related theories at home and abroad,based on whic h,the paper takes Unified Theory of Acceptance and Use of Technology(UTAUT)Model as the foundation,integrated with Perceived Risk Theory and Customer Satisfaction Theory.There are six research variables:performance expectation,endeavor expectation,commun ity impact,perceived risk,customer satisfaction and usage intention according to which,the questionnaire was designed.The number of effective research data is 844 with the exa mined reliability and validity.Last,according to the research model,the researc h hypothesis and the empirical study of the research data,the paper obtains the main factors affecting college students' intention to use mobile payment.The conclusion is that performance expectation has a significant posit ive impact on college students' satisfaction and usage intention and it affects college students' usage intention the most;endeavor expectation has a positive and most profound impact on college students' satisfaction;community impact has a positive impact on college students' usage intention;perceived risk has a negative impact on college students' usage intention.In the end,based on the conclusion,the paper provides marketing suggestions for carriers to enlarge their users scale.