移动支付推广的影响因素及其作用机制研究

发布时间：2018-01-19 06:17

本文关键词： 移动支付使用意愿创新扩散作用机制推广建议　出处：《东华大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术的发展以及3G时代下与移动通信技术的融合创新，移动终端设备如手机、PDA、掌上电脑等的应用市场迅猛增长，移动支付应用而生。作为21世纪一种新型的支付方式，移动支付以其独特的载体和支付方式为消费者提供了传统支付方式所不具备的便捷。我国拥有世界上最大的移动终端用户群，蕴藏着巨大的市场潜力。然而，相比于其他一些国家，移动支付在我国还尚未得到普及推广，移动支付还未成为消费者的一种行为习惯。因此，研究移动支付在推广过程中受到的影响因素及其作用机制，对我国移动支付的成功推广具有重要意义。与我们日常生活中的其他支付形式一样，移动支付也会涉及到买卖双方、交换介质和一些特定的执法部门，也即：消费者、商家、金融机构和支付网关。而移动支付的推广成功与否，最终是看消费者对其的使用意愿，因此，本论文站在消费者的角度，采用理论分析与实证研究相结合的方法探讨了移动支付在推广过程中消费者使用意愿的影响因素及其作用机制。首先，依据Rogers提出的创新推广及其四要素和新事物被采用推广的创新特征：相对优越性、复杂性、兼容性，结合传播理论及其他相关文献的分析，初步确定本论文的理论模型；通过访谈专家及受试访谈修改影响因素，，得出预试问卷分析量表；用SPSS17.0对预调查问卷检验，删除不合理题项并修改调整，得到正式问卷；用AMOS17.0和SPSS17.0对正式问卷展开实证分析，探讨相关因素对消费者（持续）使用意愿的影响程度，同时分析了这些因素是如何对消费者使用意愿产生影响的；最后站在移动支付服务提供商的角度提出了相应的推广策略。本论文的贡献之处在于：（1）以创新推广理论为理论支撑的基础上结合贝罗传播理论，从移动支付服务特点、消费者自身以及外部因素着手，结合对相关金融机构的深度访谈，构建了本论文的研究模型，提高了论文模型的说服力；（2）本论文的调研对象是常居中国的手机网民。同时，不仅对消费者使用意愿进行了研究，还分析了消费者持续使用移动支付服务意愿的影响因素，使论文研究更加全面；（3）本论文还就这些因素是如何对消费者的使用意愿产生影响做了简单分析，揭示了消费者产生意愿的心理过程，为相关课题研究提供了一个新的视角。
[Abstract]:With the development of Internet technology and the integration and innovation of mobile communication technology in 3G era, the application market of mobile terminal devices such as PDAs and PDAs is growing rapidly. Mobile payment applications. As a new payment method in 21th century. Mobile payment, with its unique carrier and payment method, provides consumers with convenience that the traditional payment method does not have. Our country has the largest mobile terminal user group in the world, which contains huge market potential. Compared with other countries, mobile payment in China has not yet been popularized, mobile payment has not become a behavior habit of consumers. It is of great significance to study the influencing factors and the mechanism of mobile payment in the process of popularization. Like other forms of payment in our daily life, mobile payments involve buyers and sellers, exchange media and specific law enforcement agencies, that is, consumers, merchants. Financial institutions and payment gateways. And the success of mobile payment ultimately depends on the consumer's willingness to use it. Therefore, this paper stands in the perspective of consumers. Using the method of theoretical analysis and empirical research, this paper discusses the influencing factors and the mechanism of consumer's willingness to use mobile payment in the process of promotion. According to the innovation extension proposed by Rogers and its four elements and the innovative characteristics of being adopted and popularized by new things: relative superiority, complexity, compatibility, analysis of communication theory and other related literature. The theoretical model of this paper is preliminarily determined. By interviewing experts and revising the influencing factors, the pre-test questionnaire analysis scale is obtained. Using SPSS17.0 to check the pre-survey questionnaire, the unreasonable items are deleted and adjusted, and the formal questionnaire is obtained. AMOS17.0 and SPSS17.0 were used to analyze the formal questionnaire to explore the impact of relevant factors on the consumer's (sustained) willingness to use. At the same time, it analyzes how these factors affect consumers' willingness to use. Finally, from the point of view of mobile payment service provider, the corresponding promotion strategy is put forward. The contributions of this thesis are as follows: 1) based on the theory of innovation and extension, combined with the theory of Belo communication, from the characteristics of mobile payment services, consumers themselves and external factors, combined with in-depth interviews with relevant financial institutions. The research model of this paper is constructed and the persuasiveness of the model is improved. The research object of this thesis is the mobile phone users who often live in China. At the same time, not only the consumer's willingness to use the mobile payment service is studied, but also the influencing factors of consumers' willingness to use mobile payment services continuously are analyzed. Make the thesis research more comprehensive; 3) this paper also makes a brief analysis on how these factors affect consumers' willingness to use, reveals the psychological process of consumers' willingness to use, and provides a new perspective for the research of related topics.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F832.2

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