Abstract
Based on the user’s perceived value and perceived risk, this paper constructs the model of the willingness to use the willingness to pay the user, designs the corresponding questionnaire and conducts the online sample survey, and uses Excel and SPSS20.0 to analyze the theoretical model and research hypothesis, then puts forward some suggestions to promote the development of WeChat payment platform, hoping to provide a reference for the development of WeChat payment.
Highlights
Let us assume that the regression model is Y =a + bX1 + cX 2 + dX3 + eX 4 + fX5 where X1 is the perceived benefit, X2 is the security risk, X3 is the group influence, X4 is the marketing Promotion, X5 for the product innovation, a constant, b, c, d, e and f is the independent variable coefficient
It can be seen from the table that the regression coefficients of the five factors of perceived income, safety risk, group influence, marketing promotion and product innovation are 0.468, −0.327, 0.374, 0.205 and 0.406 respectively, and the coefficients are substituted into the hypothetical regression model, The final regression equation: Use intention = 3.802 + 0.468 perceived benefits − 0.427 security risk + 0.374 group impact + 0.205 marketing promotion + 0.406 product innovation
Through the above analysis we can see that perceived benefits, group influence, marketing promotion, product innovation have a positive impact on the willingness to use, and the security risk has a negative impact on the willingness to use
Summary
WeChat payment is the mobile payment innovation product jointly launched by Tencent’s well-known mobile social communications software—WeChat and third-party payment platform—TenPay. WeChat payment is an important platform for mobile payment, with convenience, flexibility, low cost characteristics for the majority of users to meet the various needs. Combined with the trickle and WeChat red envelopes driven by WeChat to pay the user base of rapid growth, it made more people understand the mobile payment, and opened up a new form of payment based on social platform. Changes in the mobile payment market last year showed that WeChat red envelopes did not give a breakthrough in the field of mobile payment. WeChat payment is facing the biggest problem; it is precisely the user’s retention and conversion rate. Because the payment is the need for the scene, and this is precisely the biggest weakness of the WeChat. WeChat payment function limited to a taxi, red envelopes, payment, etc., pay the scene compared with Alipay is not a small gap, in order to move on the road to go farther, and to expand payment Scenes
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