移动支付的用户粘性、平台策略与发展机制研究

Mobile Payments: User Stickiness,Platform Strategy and Development Mechanism

随着智能手机的普及,基于移动平台的电子商务快速发展,其市场竞争态势日趋激烈,支付宝和微信支付两大移动支付平台已展开直接竞争。以双边市场理论为分析基础,指出移动支付平台具备双边市场的平台特性,其交叉网络外部性是影响移动支付平台用户粘性的重要因素。通过建立移动设备上的第三方应用程序提供商和消费者的期望效用函数,研究并揭示移动支付平台优惠政策和补贴给予对象、结算服务费和手续费征收对象的选择机理。研究结论为APP应用实施优惠补贴的竞争策略提供理论支持,并为移动支付实现盈利提供可借鉴的思路。

With the popularity of smart phones, mobile e - commerce were facing increasingly fierce market competition. Alipay and Wechat pay were competing face to face. Base on two - sided market theory, this paper pointed out that the mobile payment platform had the characteristics of two - sided market platform. Cross - group network externalities were an important factor affecting user stickiness of the mobile payment platform. This paper revealed mobile payment platform incentives and subsidies given object and the mechanism of selection the settlement service fees and charges.