Research On The Impact Of Consumer Innovation On The Willingness To Use Mobile Payment Apps

Mobile payment Apps such as Alipay,WeChat payment and UnionPay are emerging in endlessly,and the competition in the mobile payment market is becoming increasingly severe.Therefore,it is key to explore the factors affecting consumers' use intention for enterprises to gain lasting competitive advantages.Most of the previous studies on mobile payment were based on the theories of UTAUT and TAM,and explored the factors influencing consumers' use from the perspective of product technical characteristics,but with less consideration given to personal characteristics of consumers.Based on the DOI theory,this study selects the personal trait factor of consumer innovation,and integrates the TAM and VAM to build the research model.This paper divides the mobile payment Apps into perceived benefits and perceived sacrifices based on their characteristics.The former includes three parts:perceived usefulness,perceived ease of use and perceived enjoyment,while the latter refers to perceived risks.By means of questionnaire survey,350 questionnaires were collected,among which 309 were valid.In addition,the model was tested by reliability analysis,validity analysis,structural equation model and path analysis.Finally,the data processing results show that:Consumer innovation has a positive effect on the perceived benefits of mobile payment Apps,that is,the higher the consumer innovation is,the higher the perceived usefulness,perceived ease of use and perceived entertainment are.Perceived benefits positively influence the perceived value of mobile payment Apps,and then promote the use intention of consumers.Perceived benefits and perceived value play a mediating role between consumers' innovation and their willingness to use mobile payment Apps.On the other hand,Consumer innovation has a negative effect on the perceived sacrifices,i.e.the perceived risks,however,the relationship between them is non-significant.In addition,the perceived risks have negative impacts on perceived values,but they are not related.The above research conclusions clearly define the impact and function mechanism of consumer innovation on the intention to use mobile payment Apps.Therefore,the following suggestions are put forward to mobile payment enterprises:(1)position innovation groups and pay attention to the word-of-mouth effect.(2)optimize product functions and enhance the perceived usefulness of consumers.(3)simplify operation steps and promote advertising.(4)combine payment with entertainment,and enrich consumer emotional experience.(5)reduce payment risks and increase security guarantee.