Conjoint Analysis of User Needs in Mobile Payment Interface Design

With the advent of the Internet era, consumer lifestyles have been changed tremendously, and mobile payment has carried out an increasingly extensive coverage of the people s life trajectory. Taking the design of the mobile payment interface as an example, we use a conjoint analysis method to survey college students in Guangxi, where questionnaires are collected from 270 people in different groups according to gender. The method separates the attributes that affect consumer choice of mobile payment interface design and the utility value of the attribute level to analyze consumer needs and preferences, and then obtains consumers potential evaluation criteria for mobile payment interface design. The results of the study show that the attributes that influence consumers choice of mobile payment interface design are, in order of preference: page layout, identification convenience, verification, module distribution, entertainment, and information encryption. Consumer groups of different genders show differences in their preferences in the mobile payment interface design and Consumer needs reflect consumer psychology. Several findings are obtained on the consumers preferences on the mobile payment interface design, which may be used to improve future design processes.