Understanding the adoption of mobile social payment: from the cognitive behavioural perspective

With the rapid development of mobile payment technology, many social applications provide payments function. This paper takes the cognitive behavioural influencing factors of the consumer mobile social payment acceptance behaviours as the purpose of the research and uses the literature research method to build the research model. On the basis of technology acceptance model, this paper integrates the theory of planned behaviour, theory of reasoned action and innovation diffusion model and adds variables such as perceived risk, perceived entertainment, social influence, consumer innovativeness and so on. Then the mobile social payment acceptance behaviour model is supposed, and 12 assumptions that may have an influence on the application acceptance behaviours of the mobile social users from different perspectives are given out. According to the results of data analysis and test hypotheses, this paper puts forward suggestions combined with the development status and existent problems of the mobile social networking services.