Research on the influence of union-pay M-payment quality and brand personality on user viscosity

LIU ZIYANG (LIUZIYANG); Jun-Lin Wang; Jiayu Liu; Xiao-yin Liu; Kai Liao

doi:10.9708/jksci.2020.25.04.157

Research on the influence of union-pay M-payment quality and brand personality on user viscosity

Journal of The Korea Society of Computer and Information
Abbr : JKSCI
2020, 25(4), pp.157-163
DOI : 10.9708/jksci.2020.25.04.157
Publisher : The Korean Society Of Computer And Information
Research Area : Engineering > Computer Science
Received : March 6, 2020
Accepted : April 10, 2020
Published : April 30, 2020

LIU ZIYANG ¹, Jun-Lin Wang ¹, Jiayu Liu ¹, Xiao-yin Liu ¹, Kai Liao ¹

¹경기대학교

Accredited

ABSTRACT

The purpose of this study is to explore the impact of Union-Pay mobile payments on user viscosity from the perspective of service quality and brand personality. In the future, it is meaningful for CUP to obtain a stable and loyal user group in China's mobile payment market. This study uses SPSS22.0 and AMOS statistical analysis tools to conduct empirical research. In this case, this study uses mobile service quality and The brand personality is the independent variable, and the user's viscosity is the dependent variable, which studies the impact on the user's viscosity in the context of China Union-Pay mobile payment. the study. According to the analysis results, the research goal: service quality has a significant positive correlation effect on user perceived value; service quality has a significant positive correlation effect on user viscosity; perceived value has significant positive correlation effect on user viscosity; brand personality to user Viscosity has a significant positive correlation effect; brand personality has a significant positive correlation effect on user perceived value. Through this research, we can make Suggestions on the industrial development of mobile payment enterprises and provide better opinions on the development of mobile payment.

KEYWORDS

Union-Pay, M-payment, Service quality, Brand personality, User viscosity

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* References for papers published after 2023 are currently being built.

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Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65

Research on the influence of union-pay M-payment quality and brand personality on user viscosity

ABSTRACT

KEYWORDS

Citation status

* References for papers published after 2023 are currently being built.

Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65

Research on the influence of union-pay M-payment quality and brand personality on user viscosity

ABSTRACT

KEYWORDS

Statistics

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* References for papers published after 2023 are currently being built.