杭州市手机支付意愿的统计调查

发布时间：2018-01-25 16:16

本文关键词： 手机支付平台影响因素抽样调查结构方程模型　出处：《辽宁大学》2015年硕士论文　论文类型：学位论文

【摘要】：手机支付作为未来发展趋势,因为其便携性受到各方面人士的追捧。而且智能手机的发展也越来越完善,这也使得曾经不可能的想象全都成为了可能。因此利用手机进行消费购物支付也逐渐兴起,同时也成一个必然的发展方向。电商、银行、通信公司也都开始将目光盯向这片市场,并开始抢占这片市场,从手机支付这个产业链上找准自己的定位,并将其做好做大。本文旨在研究手机支付这一主流行为的发展受到了哪些因素的影响,也就是从手机支付产业链的末端入手,从面向消费者调查的角度入手进行调查分析,同时新增加入第三方支付平台作为一个变量,对比使用不同支付平的消费者其他外在因素对其影响。这可能帮助电商了解消费者对于手机支付这一态度是由于自己平台存在的原因或者其他不可控制的外在因素而产生的。这一调查可以帮助消费者了解消费群体对于手机支付的态度,同时也可以帮助基于支付平台的电商开展合理有序的竞争。本文采用抽样的问卷调查的方法来收集到470份有效数据。首先,利用Excel和MODELER等数据分析软件对数据进行分筛选和处理。然后,以结构方程模型为核心,从文章的研究的假设着手进行实证分析,这主要从被调查者手机支付的使用意愿度、风险认识、所处的外界环境、成本认识和手机支付平台影响因素方面,利用AMOSS进行结构方程的构建和路径分析来找出手机支付的影响的主要因素。最后,本文评价了这次调查结果并概括性的提出了如何完善和提升手机支付行为的思路。从本文的分析结果来看,成本因素和风险认识依然是阻碍手机支付的发展,同时外界环境的有力创造也能扩大手机支付人群,而现在手机平台的影响因素还不能完全体现并占主导作用。但手机支付平台是一个可控并相对来说更容易提升的因素,因此各个相关公司更应该在发展市场的同时积极发展和完善自己的平台。
[Abstract]:Mobile phone payment as the future development trend, because of its portability by people from all walks of life, and the development of smart phones is becoming more and more perfect. This also makes it possible to imagine what was once impossible. Therefore, the use of mobile phones for consumer shopping payments is also gradually rising, but also become an inevitable direction of development. E-commerce, banks. Communications companies are also starting to focus on this market, and began to seize the market, from the mobile payment industry chain to find their position. The purpose of this paper is to study what factors affect the development of the mainstream behavior of mobile phone payment, that is, from the end of the mobile phone payment industry chain. From the point of view of consumer-oriented survey, this paper analyzes and adds the third-party payment platform as a variable. This may help e-commerce to understand that the consumer's attitude towards mobile phone payment is due to the existence of their own platform or other external causes that are beyond their control. The survey can help consumers understand consumer attitudes towards mobile phone payments. At the same time, it can also help e-commerce based on payment platform to carry out a reasonable and orderly competition. This paper uses sampling questionnaire to collect 470 valid data. First of all. Data analysis software, such as Excel and MODELER, is used to screen and process the data. Then, taking the structural equation model as the core, the empirical analysis is carried out from the hypothesis of this paper. This is mainly from the respondents' willingness to use mobile phone payment, risk awareness, the external environment, cost awareness and mobile phone payment platform impact factors. Using AMOSS to construct the structure equation and path analysis to find out the main factors that affect the payment of mobile phone. Finally. This paper evaluates the results of this survey and puts forward the idea of how to improve the mobile phone payment behavior. From the analysis of the results, the cost factors and risk awareness are still hindering the development of mobile phone payment. At the same time, the power of the external environment to create can also expand the number of mobile phone payments. But the mobile phone payment platform is a controllable and relatively easy to promote factors. Therefore, the relevant companies should actively develop and improve their own platform while developing the market.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F832.2

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