微信支付消费者使用意愿影响因素实证分析——基于UTAUT和SEM理论
发布时间：2018-12-05 20:24
【摘要】：移动支付终端时代的到来和庞大的微信用户群,促进了微信支付的迅速崛起。然而,与其相对的是较少的微信支付用户数。为获知微信支付使用影响因素,基于消费者视角构建使用意愿模型(UTAUT),采用问卷调查法获取数据信息,运用Bayesian法进行变量关系分析。研究表明:个人特征对微信支付消费者使用意愿存在显著的直接影响,感知风险对微信支付消费者使用意愿存在显著的负向影响,接受准备对微信支付消费者使用意愿存在显著的正向影响,感知风险和接受准备在模型中存在显著的中介调节作用。最后,有针对性地提出了依据消费者特征采取构建安全堡垒、扩大宣传、增加娱乐性、细分市场、开发农村市场并借鉴其他行业营销策略等措施,旨在促进微信支付满意度和使用率的提升。
[Abstract]:The advent of mobile payment terminals and a large number of WeChat users have contributed to the rapid rise of WeChat Pay. In contrast, however, there are fewer WeChat Pay users. In order to know the influencing factors of WeChat Pay use, the model of willingness to use was constructed from the perspective of consumers. The questionnaire survey was used to obtain the data information, and the Bayesian method was used to analyze the relationship between variables. The results show that: personal characteristics have a significant direct impact on WeChat Pay consumers' willingness to use, perceived risk has a significant negative impact on WeChat Pay consumers' willingness to use. There is a significant positive effect of acceptance preparation on WeChat Pay consumers' willingness to use, and perceived risk and acceptance readiness have significant mediating role in the model. Finally, according to the characteristics of consumers, the paper puts forward some measures, such as constructing safety fortress, expanding propaganda, increasing entertainment, subdividing market, developing rural market and drawing lessons from other industries' marketing strategies, etc. Aims to promote WeChat Pay satisfaction and usage.
【作者单位】： 郑州大学管理工程学院;
【基金】：国家自然科学基金项目“大数据环境下远程医疗质量影响因素及评价模型研究”(项目编号:71673254) 河南省重大科技专项“基于远程医疗云平台的医疗健康大数据分析系统构建与示范应用”(项目编号:151100310800)
【分类号】：F713.55;F724.6;F832.2
[Abstract]:The advent of mobile payment terminals and a large number of WeChat users have contributed to the rapid rise of WeChat Pay. In contrast, however, there are fewer WeChat Pay users. In order to know the influencing factors of WeChat Pay use, the model of willingness to use was constructed from the perspective of consumers. The questionnaire survey was used to obtain the data information, and the Bayesian method was used to analyze the relationship between variables. The results show that: personal characteristics have a significant direct impact on WeChat Pay consumers' willingness to use, perceived risk has a significant negative impact on WeChat Pay consumers' willingness to use. There is a significant positive effect of acceptance preparation on WeChat Pay consumers' willingness to use, and perceived risk and acceptance readiness have significant mediating role in the model. Finally, according to the characteristics of consumers, the paper puts forward some measures, such as constructing safety fortress, expanding propaganda, increasing entertainment, subdividing market, developing rural market and drawing lessons from other industries' marketing strategies, etc. Aims to promote WeChat Pay satisfaction and usage.
【作者单位】： 郑州大学管理工程学院;
【基金】：国家自然科学基金项目“大数据环境下远程医疗质量影响因素及评价模型研究”(项目编号:71673254) 河南省重大科技专项“基于远程医疗云平台的医疗健康大数据分析系统构建与示范应用”(项目编号:151100310800)
【分类号】：F713.55;F724.6;F832.2
【参考文献】
相关期刊论文 前6条
1 陈洁;朱小栋;;基于UTAUT和ITM整合视角的微信支付用户使用行为影响因素研究[J];现代情报;2015年04期
2 杨，
本文编号：2365422
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