| With the gradual development of Chinese Internet market,investment on subsidy is significantly lower than that of introduction and growing market lifespan.But subsidy strategies are still being carried out by some of the giant companies to maintain user behavior.At present,it is lack of empirical research about which kind of subsidies launched by Internet products can significantly influence user behavior.This paper introduces “The Hook Model”,which is a practical model from Silicon Valley to examine the factors that can influence user habits.And this paper uses “The Hook Model” to examine the third party mobile payment softwares' customer subsidies strategies since 2017,developing the research about factors influencing Chinese user behavior.According to cognitive psychologists,habit is a kind of unconscious behavior occurring under situational cues,which is made without thinking.To define the Internet products as medium,the research about user habit and user behavior is in depth research about media using behavior.More and more companies have recognized that the large quantity number of users cannot constitute a competitive advantage.Instead,only active users can boost value for the enterprise,so users' dependence on the Internet products determines its economic value.“The Hook Model” is proposed by Nir Eyal,which gives insights from the Internet product operational strategies perspective to seek the key factors about maintaining users' continuous using behavior.“The Hook Model” is consist of four stages,including “Trigger”,“Action”,“Variable Reward ”and “Investment”.But “The Hook Model” is proposed from enterprise perspective,which focuses on developing customer assets to create more value for the enterprise,ignoring the perspective from bringing value for customers to gain the competitive advantages.Therefore,this article introduces customer perceived economic value and convenience value into “The Hook Model” as mediating variables to study the effect of subsidies on user behaviors.At present,most of the scientific researches in China are about using the TAM model to analyze the third party payment technology's adoption behavior,which is far behind the real development speed of the market.And it is lack of empirical research about maintaining user behavior of Chinese Internet products.Before organizing this article,the author did a field survey in Beijing in October,2017 about the current business users' and customers' continuous using behavior of the third party payment products by talking to restaurants' owners,cashiers and a senior executive from Tencent Finance.According to the information from the conversations,the author thought it was necessary to do an empirical research about the effects of subsidies for customer users in terms of continuous using behavior.So firstly this article defined the meaning and the exact measure terms of each variable and then sent and collected the tentative questionnaires through the network.According to the feedback from focus interview and tentative questionnaires,the author adjusted the terms and variables and sent out the massive questionnaires.Before analyzing the results of the collected questionnaires,the invalid questionnaires were removed.The analysis process includes conducting the descriptive analysis,testing the reliability and validity,building up the multiple linear regression model to test the hypothesis and formed the validated theoretical model eventually.The contributions of this dissertation includes making detailed literature review about mobile payment,third party mobile payment subsidy,“The Hook Model”,customer perceived value and human behavior theory;introducing a correlation expression method which is widely used in bioinformatics----Heat Map,to analyze the correlation between variables;validating “The Hook Model”,confirming the influence of the four dimensions of independent variables on the dependent variable using behavior and verifying the mediator variable convenience value of subsidies of “The Hook Model”. |
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