Understanding the Adoption of Campus Mobile Payment: An empirical Study of User Acceptance of Xifu in UESTC

In the campus environment, how will the consumers of new third-party payment products make their choices? What factors affect the adoption of the user behavior? What are the relationships among factors above? Based on the technology adoption model (TAM), this article adds the variables of other behavioral theories and introduces perceived company’s image for the first time. The survey subject is the user or potential user of Xifu in UESTC. Through the empirical analysis, this article draws conclusions as the follows. (1) Perceived usefulness, facilitating conditions and word of mouth significantly and directly affect the willingness of campus mobile payment users, among which word of mouth is the greatest impact. (2) Facilitating conditions significantly affect the perceived ease of use. (3) Perceived usefulness is influenced by facilitating conditions and perceived ease of use, and perceived ease of use has a greater effect. (4) Perceived company’s image has a significant positive effect on the word of mouth and trust. (5) Trust is not a significant factor affecting the willingness of campus mobile users to use. The empirical results of this article provide the basis for the development of strategy of operation management and marketing promotion of campus mobile payments.