Abstract
At present, China has become the world’s largest mobile payment market, and the mobile payment has penetrated into every aspect of people’s lives. Mobile payment is a service that allows users to use their mobile terminals (usually mobile phones) to pay for goods or services they consume. The mobile payment giant represented by Alipay and WeChat has launched fierce commercial competition in this industry. Analysis and discussions of end users’ continued use intention of mobile payment are of great importance for mobile payment companies to maintain existing markets and expand into new markets. Therefore, this study adopted an extended planned behavior theory to explore the influence of perceived convenience, risk perception and attitude of users on the behavioral intention of continuous use. This paper collected the data of 300 Alipay and WeChat users in China through questionnaire survey. Structural equation model was used to verify the proposed hypotheses. The results indicated that perceived convenience has positive effects on users’ attitude and their continued use intention. Risk perception has negative impacts on users’ attitude and the intention of continuous use. Furthermore, users’ attitude has a positive effect on the continued use intention. Finally, based on the analysis results, this paper discussed some policy implications on how to improve users’ continuous use behavior.
Highlights
In recent years, with the rapid increase of mobile Internet users and the wide spread popularity of smart phones, the scale of third-party mobile payment has shown explosive growth in China
This paper proposed an extended theory of planned behavior to understand the psychological factors and influence paths that affect the user’s continued use intention of mobile payment
Attitudes toward using mobile payment services were measured by 3 items modified from Arvidsson [9]. 3 items adapted from Jia et al.[10] were used to measure continued use intention of users
Summary
With the rapid increase of mobile Internet users and the wide spread popularity of smart phones, the scale of third-party mobile payment has shown explosive growth in China. Mobile payment is a service that allows users to use their mobile terminals (usually mobile phones) to pay for goods or services they consume. Mobile payment is regarded as one of the four major inventions of China in the new era, becoming a new business card for China to go global. Data from the quarterly monitoring report of China’s third-party payment mobile payment market released by Analysys showed that the transaction scale of China’s third-party payment mobile payment market reached 4,0364.51 billion yuan in the first quarter of 2018, with a month-on-month growth of 6.99%. Going “cashless” has become an inevitable trend in the future
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