移动支付对大学生吸引力的形成机制研究——基于消费者体验的视角

Research on the Formation Mechanism of the Attraction of Mobile Payment to College Students:the Perspective of Consumer Experience

移动支付已成为民众日常生活中的常态,并直接影响着消费者体验,进而影响他们的消费决策。文章在建立移动支付对大学生吸引力机制模型的基础上,选取在校大学生作为调研对象,采用焦点小组访谈和实验法展开研究。研究发现,消费者对于移动支付手段的选择,主要基于他们使用的体验,而非功能多样性。受前期形成的思维定式的影响,对于支付宝,消费者更关注其与支付相关的功能;而对于微信,消费者更关注其聊天交友等衍生功能。移动支付平台应重点关注消费者的体验感而非技术驱动,同时应聚焦主业,围绕其核心竞争力进行业务拓展创新;政府应审慎监管,防止平台垄断,并保持平台间的适度竞争和差异化发展。

Mobile payment has become the n orm in people’s daily life,and mobile payment has a direct impact on consumer experience,and thus their consumption decisions.Based on establishing the attractiveness mechanism model of mobile payment for college students,the paper selects college students as the research object,and conducts the research with focus group interview and experimental method.It was found in the study that consumers’choice of mobile payment platform is mainly based on their experience rather than functional diversity.Due to the influence of the stereotypes formed in the early stage,for Alipay,consumers pay more attention to its payment-related functions.For WeChat,consumers pay more attention to the derivative functions such as chatting and making friends.For mobile payment platforms,we should pay attention to consumers’experience rather than technology-driven,and focus on the main business and carry out business development with innovation around its core competitiveness.As for government regulation,it is necessary to conduct prudent regulation to prevent platform monopoly and maintain moderate competition and differentiation between platforms.