Understanding Payment Transaction Behavior of Social Media Users : An Empirical Study on WeChat

Chinese citizens are increasingly using WeChat, the most popular instant messaging app. With the growth and popularity of mobile terminals and mobile payment technology, WeChat payment has become the primary choice for more and more people to pay for their daily travel, shopping, and payment, which is tied to their daily lives. Purposes: To improve WeChat payment quality, usability, and popularity, it is important to research users' payment behavior and to affect factors. This study examines WeChat payment principles and terminologies. Then use the literature research method of the current WeChat pay behavior-related research results and theoretical basis, according to the current mature integrated technology acceptance model (UTAUT model), and combined with the contemporary WeChat pay characteristics and user characteristics, add research variables, create appropriate new UAUT research model, and propose research topic-related hypothesis. Research Methodology: After measuring the variables and questions of the questionnaire that met the subject, the empirical research method was used to do statistical analysis, reliability and validity tests, and structural equation tests on the data to verify the hypothesis. Results: The study found that: (1) The quality of WeChat system has no obvious impact on users' WeChat payment behavior; (2) Efforts and expectations have no obvious impact; (3) Performance expectation has a significant positive impact; (4) The social impact has a significant positive impact; (5) The payment situation has a significant positive impact. This study concludes with acceptable WeChat payment platform operating suggestions to promote user payment usage and user stickiness. Conclusion: This study guides and promotes WeChat's payment system and adds theoretical and practical value to Chinese mobile payment research