伴随经济的快速发展，网络技术也表现出了很好的发展势头。在电子商务的带动下， 第三方支付开始兴起，由于其与传统支付方式相比更加的便捷，深受居民欢迎，并成为 了当前人们首选的支付方式。 本文针对当前移动互联网发展趋势，将第三方移动支付特征属性与品牌忠诚度进行 结合，自拟研究题目，开展了分析研究。本文首先对我国第三方支付市场的发展状态进 行介绍，并归纳总结了现有的理论成果，回答了选择该论文主题的原因，论述了具体的 研究方法和内容。为使文章更具逻辑性，采用了框架图的方式呈现研究思路，最后对本 文的创新点进行概括。其次结合具体的研究对象进行分析，首先介绍了第三方移动支付 以及品牌忠诚度等概念。再次建立研究模型，对影响上述两大要素的变量进行总结和解 释，完成对问卷内容的设计。然后通过实证研究对收集到的数据结果进行分析讨论，最 后得出研究结论，为第三方移动支付企业开展管理活动提供借鉴，并提出未来研究展望。 本文所具备的创新点在于，同时考虑到了移动支付品牌和品牌忠诚度两个概念，对双方 之间的影响进行分析，了解第三方移动支付使用者为何会形成品牌忠诚度，并为第三方 移动支付企业的发展提供新的思路。 本文将整合型技术接受模型（UTAUT）和品牌忠诚度理论进行整合，完成对模型的 构建，在结合实际案例的基础上，分析影响消费者品牌忠诚度的原因，结合第三方移动 支付企业的现实情况开展分析，为企业塑造品牌形象提供理论上的指导。通过本文研究， 期望达到的目的主要有以下几点：首先，通过对当前经济市场上第三方移动支付现状的 分析，探析影响使用者对第三方移动支付品牌忠诚度的原因；其次，在结合模型的基础 上开展定量分析，了解各大因素所造成的实际影响；最后，对理论内容进行总结，参考 我国当前的经济发展趋势，探索第三方移动支付品牌的未来发展思路，为企业的可持续 发展提供一定的保障。 关键词：第三方移动支付；品牌忠诚度；整合型技术接受模型 II Abstract Withtherapiddevelopmentofeconomy,networktechnologyalsoshowsagood momentumofdevelopment.Drivenbye-commerce,third-partypaymenthasbeenontherise. Asitismoreconvenientthantraditionalpaymentmethod,itispopularamongresidentsand hasbecomethepreferredpaymentmethod. AimingatthecurrentdevelopmenttrendofmobileInternet,thispapercombinesthe characteristicsandattributesofthird-partymobilepaymentwithbrandloyalty,andmakesan analysisoftheresearchtopic.Firstly,thispaperintroducesthedevelopmentstatusofChina's third-partypaymentmarket,summarizestheexistingtheoreticalresults,answersthereasons forchoosingthetopicofthispaper,anddiscussesthespecificresearchmethodsandcontents. Inordertomakethepapermorelogical,aframediagramisusedtopresenttheresearchideas. Secondly,combiningwiththespecificresearchobject,thispaperfirstintroducestheconcepts ofthird-partymobilepaymentandbrandloyalty.Theresearchmodelwasestablishedagainto summarizeandexplainthevariablesaffectingtheabovetwoelementsandcompletethe designofthequestionnaire.Thenthecollecteddataresultsareanalyzedanddiscussedthrough empiricalresearch,andfinallytheresearchconclusionisdrawntoprovidereferencefor third-partymobilepaymententerprisestocarryoutmanagementactivities,andthefuture researchprospectisproposed.Theinnovationofthispaperliesinthatitalsotakesinto accountthetwoconceptsofmobilepaymentbrandandbrandloyalty,analyzestheinfluence betweenthetwosides,understandswhythird-partymobilepaymentusersformbrandloyalty, andprovidesnewideasforthedevelopmentofthird-partymobilepaymententerprises. Inthispaper,theconceptionofUnifiedTheoryofAcceptanceandUseofTechnology (UTAUT)andintegratingtheoryofbrandloyalty,andcompletethebuildingofmodel,in combinationwiththeactualcase,onthebasisofanalyzingthereasonofinfluenceconsumer brandloyalty,combinedwiththerealityofthethirdpartymobilepaymententerpriseanalysis, providetheoreticalguidancefortheenterprisebrandimage.Throughtheresearchofthispaper, themainpurposesexpectedtoachieveareasfollows:first,throughtheanalysisofthestatus quoofthird-partymobilepaymentinthecurrenteconomicmarket,toexplorethereasons III affectingusers'loyaltytothird-partymobilepaymentbrand;Secondly,quantitativeanalysisis carriedoutonthebasisofthemodeltounderstandtheactualimpactofvariousfactors. Finally,thispapersummarizesthetheoreticalcontent,exploresthefuturedevelopmentideas ofthird-partymobilepaymentbrandsbyreferringtothecurrenteconomicdevelopmenttrend ofChina,andprovidescertainguaranteeforthesustainabledevelopmentofenterprises. KeyWords:Thirdpartymobilepayment;Brandloyalty;UnifiedTheoryofAcceptanceand UseofTechnology IV 目录 1引言.........................................................................................................................................1 1.1研究背景及研究意义..................................................................................................1 1.1.1我国移动支付市场的发展介绍.......................................................................1 1.1.2第三方移动支付市场概述...............................................................................4 1.1.3研究意义...........................................................................................................7 1.2研究思路、创新点及研究方法..................................................................................8 1.2.1研究思路...........................................................................................................8 1.2.2研究创新点.....................................................................................................10 1.2.3研究方法.........................................................................................................10 1.3研究价值....................................................................................................................11 2文献综述...............................................................................................................................12 2.1国内研究现状............................................................................................................12 2.1.1第三方移动支付品牌的界定.........................................................................12 2.1.2对第三方移动支付必要性的研究.................................................................12 2.1.3忠诚度相关研究.............................................................................................13 2.1.4第三方移动支付行业特征分析.....................................................................14 2.1.5对第三方移动支付未来发展趋势的研究.....................................................15 2.2国外研究现状............................................................................................................16 3理论基础...............................................................................................................................19 3.1第三方移动支付........................................................................................................19 3.2技术接受理论............................................................................................................20 3.3品牌忠诚度理论........................................................................................................21 4研究模型设计.......................................................................................................................24 4.1研究模型....................................................................................................................24 4.2研究假设....................................................................................................................25 4.3变量定义....................................................................................................................26 V 4.4变量数据收集与问卷设计........................................................................................26 4.4.1问卷问项设计与量表开发.............................................................................27 4.4.2问卷测试和修改.............................................................................................29 4.4.3问卷的发放与回收.........................................................................................29 4.4.4样本的描述性统计分祈.................................................................................31 5实证数据分析及研究结论...................................................................