Research On Influencing Factors Of Customer Loyalty In Third Party Mobile Payment

With the maturity of the Internet economy market and the gradual normalization of the business model of O2 O,the traditional payment methods in the past can not meet the growing consumer demand.The mobile payment service system represented by the third-party mobile payment has stepped into the daily life of Chinese residents with its simple,easy-to-use and fast payment method,and has continuously affected the lives of Chinese residents.Nowadays,the third party mobile payment market is competing unprecedentedly.Alipay wallet and WeChat pay two males to stand side by side.Other banks and other financial institutions have also launched mobile payment business.In this situation,user loyalty is very important for mobile payment service providers.Although there are numerous studies on the influencing factors of customer loyalty at home and abroad,the third-party mobile payment is a new payment method.There are relatively few studies on mobile payment by scholars at home and abroad,and the research on Influencing Factors of third-party mobile payment user loyalty is even more scarce.Based on this,this paper mainly explores what factors have an impact on the loyalty of third-party mobile payment users and how the impact is,to understand the loyalty of users to this mode of payment and to find ways to improve the loyalty.In this regard,this paper combines theoretical research with empirical research.On the one hand,it combs the previous scholars’ research on user loyalty,and takes the theory of perceived value model(VAM)and relationship quality as the basis of this study.At the same time,it combines the development status and characteristics of third-party mobile payment,and constructs third-party mobile payment user loyalty from a new perspective.On the other hand,this paper analyses and synthesizes the scale of loyalty research in academia,designs the scale and questionnaire of this study,collects the first-hand data of third-party mobile payment users’ loyalty through network channels and field research,and describes the collected data using statistical analysis software SPSS.Descriptive statistics,reliability and validity analysis,using AMO 23.0 software for data confirmatory factor analysis,model fitting test and pathanalysis.The final analysis draws a conclusion.According to the results of empirical analysis,this paper draws the following main conclusions:(1)Both user satisfaction and user trust have positive effects on user loyalty.(2)Social impact has a positive impact on user loyalty(3)Functional value,service error remedy and experience value have positive effects on user satisfaction.(4)Functional value and service failure remedy have a positive impact on user trust.The theoretical value of this study is to affirm the importance of relationship quality to the formation of third-party mobile payment user loyalty through empirical research,and to confirm that trust is the key factor to the formation of third-party mobile payment user loyalty in the two loyalty formation paths of "satisfaction-loyalty" and "trust-loyalty".At the same time,on the basis of empirical research conclusions,combined with the current situation of the third-party mobile payment market,this paper puts forward four suggestions for mobile payment platform: user demand-oriented,enhancing the perceived value of users,improving the ability to remedy service failures,exerting the role of social impact,and reducing the perceived risk of users as the practical value of this study.Finally,this paper summarizes the limitations and shortcomings of this paper in two aspects: sample selection and variable selection,and makes prospects for future research directions.