| Starting from the first year of the Internet,2013,third-party payment platforms which headed by Alibaba and Tencent emerged quietly and quickly entered the public’s field of vision,redefining the mode and scene of financial transactions: consumers no longer need to enter the physical network,can be achieved only through a mobile terminal,trade,finance and investment,and even loan payment.Although major commercial banks started late,they also embarked on the road of digital ecological layout with rich capital advantages and user volume,in order to create exclusive financial ecological closed loop for users and improve the core competitiveness of banks in the Internet economy.In 2020,the importance of the zero-contact service model has been further highlighted due to the global outbreak of COVID-19.With the support of science and technology,commercial banks continue to innovate and upgrade the functions and services of mobile banking apps,and at the same time carry out the construction of service scene ecology to enrich and extend service content and deepen user management.However,compared with third-party payment applications,how is the acceptance and use status of mobile apps created by commercial banks with a lot of resources and costs among users? In addition,under the pressure of peer and third-party platforms,how commercial banks improve the willingness to use mobile banking apps from the perspective of users and make corresponding improvements is worthy of our study.Firstly,The paper reviews the relevant researches on influencing factors of mobile banking APP domestic and overseas,as well as the concept and application of technology acceptance model.Then,it analyzes the current business scale,development history,and introduces the ABC mobile banking APP and its current development problems.Then,the UTAUT2 model,an extension of the integrated technology acceptance and use model,is determined as the theoretical basis for the research on users’ willingness to use ABC mobile banking APP.Finally,the variables proposed by the model are analyzed and screened,and new variables are added to form the hypothesis of this research.The primary data of the questionnaire was obtained by sending questionnaires to the users of ABC mobile banking APP.Through pre-experiment to optimize the structure and content of the questionnaire,a total of 260 valid questionnaires were obtained through official investigation.Data processing part is the use of statistical software(SPSS 26.0 and AMOS 24.0 version),first carries on the descriptive statistics and effect analysis of questionnaire overall situation is analyzed,followed by using correlation analysis and multiple regression analysis method to validate the proposed hypothesis,thus it is concluded that the independent variable on the dependent variable extent of sorting,Finally,the research results of influencing factors of the willingness to use ABC mobile banking are obtained.Based on the research on the willingness and behavior of APP users of ABC mobile banking,this paper finds out the key factors affecting users’ use of mobile banking,and puts forward improvement suggestions for ABC mobile banking from five aspects:improving performance expectations,optimizing APP layout,strengthening APP influence,highlighting APP features and reducing perceived risks.In the fierce competition among peers and numerous Internet financial enterprises,ABC mobile banking is expected to strengthen its precise insight into the behavior characteristics of digital consumers,improve the operation ability of mobile applications and build core advantages to cope with the changing market environment by virtue of the innovation in the field of fintech. |
