The Research Of The Clients' Acceptance To Mobile Payment On Social Net-Working Platform

With the arising of the Internet,social behaviors and interactions between human beings can be copied from the realistic society to the cyberspace,which contributes to the application of the social networking in the field of mobile web.Since the 3G and the 4G are widely used today,the personal computer,a traditional network platform,has been shifted to the mobile terminal.At the era of the mobile web,the functions of numerous and various social networking platform that cater to people's increasing needs are becoming more and more diversified,which are finally transformed into a comprehensive network platform with a variety of functions,including social activity,payment,entertainment and so on.Though many social networking platforms have the function of mobile payment,such as Google,Apple,We-chat,Twitter,Ali-pay,QQ,RenRen and so on.They show different performances because of their unique implementation strategies.For example,during the Spring Festival in 2014,the We-chat promoted its mobile payment function in the form of red envelopes,which was greatly adopted by the public.However,the Twitter,QQ,RenRen and other platforms failed in promoting its mobile payment function.This paper is based on the Social Impact Theory,BDI(the Faith-Desire-Intention model in the behavioral sciences),and The Theory of Technology Acceptance Model Several methodologies will be used to confirm the assumption and the model established in this paper.Questionnaires in the forms of online and offline will be made firstly to get data,showing people's attitudes toward the usage of the new mobile payment when using social networking platforms.Then,the model,which is established by using structural equation and empirical research methods used to adjust adaption,combined with the SPSS app and Amos app,will be applied to analyze the acquired data.The study found that both social and individual factors,using desire as a bridge,directly influence the users' acceptance and use of the mobile payment function of the social networking platform.In addition,the social factors has direct impacts on the users' intention of using the social networking platform,however,both the direct or indirect influencing processes of social factors on the social networking platform can be adjusted by the experiences of the users.The research on the people's use of mobile payment function in the social networking platform contributes to propel into the development tendency of the social networking platform,and provide an useful reference for the promotion of mobile payment function of the comprehensive social network platform that is involved in the market of mobile payment.