How to Build Consumers' Adoption Preference for Third-Party Mobile Payment Platform

摘要

Understanding how to obtain consumer adoption preferences is the basis for third-party mobile payment platform to gain a competitive advantage in the payment market. Based on customer perceived value theory, this study used in-depth interviews and empirical test methods to construct a research model of perceived value driving third-party mobile payment platform to obtain consumer adoption preferences. Evidence shows that process value perception (perceived ease of use, perceived risk and perceived convenience) and result value perception (perceived usefulness, perceived pleasure) effect third-party mobile payment platform to obtain consumer adoption preference through perceived value. The relative influence of perceived adoption preference on consumers is perceived pleasure, perceived convenience, perceived ease of use, perceived risk, and perceived usefulness. These conclusions provide theoretical and management implications for the construction of third-party mobile payment platforms and other payment platforms.