移动支付使用意愿影响因素的分析

发布时间：2017-12-31 20:24

本文关键词：移动支付使用意愿影响因素的分析　出处：《广西大学》2015年硕士论文　论文类型：学位论文

【摘要】：移动支付也被称作手机支付,是用户使用终端设备来对所购买的商品或服务进行账务支付的一种方式。随着网络技术快速发展,带来新一轮的移动电子商务兴起,使智能手机成为更方便快捷的交易渠道和终端设备。面对当前移动支付市场井喷的现象,研究出消费者对移动支付使用意愿的影响因素,对想要抢占市场份额的各大移动支付机构有重大的影响。目前已经出现了一些针对移动支付消费者使用意愿的相关研究,但对于社交圈移动支付这个新兴的概念,还是缺乏研究。为了从消费者的角度,找出消费者最为关注的因子,从而对移动支付提出针对性建议。通过对当今移动支付国内外环境的分析,对移动支付业务进行完善,并结合国内自身地位优势,发展战略联盟以扩大市场需求,从而带动国内移动支付的发展。本研究在大量阅读文献的前提之下,在整合性科技接受模型基础上,结合创新扩散理论、理性行为理论、感知风险理论和科技接受模型并结合了社交圈移动支付的特征对各个研究因素进行了重新的定义,探讨了绩效期望、便利因素、社会因素、促进因素以及消费者创新性对用户接受移动支付的影响。同时对用户的不同性别、年龄、以及受教育程度进行了分析。此外,本文对用户使用微信移动支付的基本情况进行统计,并分析出消费者对移动支付使用意愿及其影响因素。本文从消费者的角度出发,构建了社交支付应用软件的使用意愿模型,以微信为例进行了问卷设计和数据收集,并且引入了结构方程模型对样本数据进行拟合,得出各影响因素与用户使用意愿的影响。最终得出的结论有：(1)实证检验指出,按各变量对使用意愿的影响程度来分,影响移动支付的使用意愿从高到底依次是绩效期望、社会影响、便利因素、消费者创新性、促进因素。(2)实证检验指出,从绩效期望中的相对优势和成果期望可以看出,相对优势在绩效期望所占的比例更高,在多个比较软件(支付宝、younic、财付通)上看,微信支付较其他支付软件所具有的功能性、快捷性以及便利性都较为突出,这是决定绩效期望成为使用意愿主要因素的原因。
[Abstract]:Mobile payment is also called mobile phone payment, is a way of user terminal equipment to the accounts to pay for the purchase of goods or services. With the rapid development of network technology, the rise of mobile e-commerce has brought a new round of the intelligent mobile phone has become more convenient and efficient trading channels and in the face of the current mobile payment terminal equipment. The market blowout phenomenon, the consumers pay the influence factors of the willingness to use the mobile, has a significant impact on the mobile payment mechanism to seize market share. There have been some related research on consumer intention to use mobile payment, mobile payment but for the social circle of the new concept, or the lack of research in order to. From the consumer's perspective, to find out the most concerned about consumer factors, then put forward some suggestions for the mobile payment. Through mobile payment of today The analysis of environment, to improve the mobile payment business, combined with the domestic status of their own advantages, the development of strategic alliance in order to expand the market demand, so as to promote the development of domestic mobile payment. On the premise of a lot of reading literature, acceptance model foundation in integrated technology, combined with innovation diffusion theory, the theory of rational behavior, perception the risk theory and Technology Acceptance Model and combine the social circle of the mobile payment features to be defined on various factors, discussed the performance expectations, convenience factors, social factors, factors and promote consumer innovation acceptance of mobile payment users. At the same time on different gender, age of the user, and the level of education are analyzed. In addition, this paper carries on the statistics to the basic situation of users use WeChat mobile payment, and the analysis of the consumer to pay the intention and its influence on Mobile The influencing factors in this paper. From the perspective of consumers, the construction of social willingness to use payment application software model, taking WeChat as an example of the questionnaire design and data collection, and the introduction of the structural equation model to fit the sample data, and the factors that influence the user intention. The final conclusions are: (1) empirical test pointed out that according to the variable degree of influence on the intention to use the points, affect the willingness to use mobile payment from high to low are performance expectancy, social influence, convenience factors, consumer innovation, promoting factors. (2) pointed out that from the empirical test, the relative advantage of the performance expectations and results can be expected see, a higher proportion of relative advantage in performance expectations, in multiple comparison software (Alipay, younic, caifutong) on the function of WeChat to pay, than other payment software has, and then fast This is a major factor in determining the willingness to use performance expectations.

【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F724.6

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