移动理财平台用户流失意愿的影响因素分析及其应用研究

发布时间：2018-03-01 02:03

本文关键词： 移动理财平台用户流失意愿满意度使用习惯　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着个人可支配收入的大幅度增长以及移动智能终端的大规模普及,大众的个人理财需求日渐增强,这一时代背景为移动理财行业的进一步发展奠定了坚实的基础,行业发展潜力自不言而喻。近年来,以支付宝、蚂蚁聚宝、手机银行为代表的各种移动理财应用层出不穷,在促进平台发展的同时,也大大加剧了行业内部的激烈竞争。此外,鉴于新客的拉动成本远高于老客维护,因此笔者紧扣时代热点,致力于移动理财观念的社会化普及、移动理财平台功能的日渐完善、移动理财平台所属企业的长期发展,从用户流失的研究视角出发,深入探讨了移动理财平台用户流失意愿的影响因素及其因果关联,并据此构建了相应的假设模型,以补充国内相关主题领域的实证研究成果,为后续研究的开展提供一些参考与借鉴。本文基于文献调研法,对移动理财平台用户流失意愿的诸多影响因素进行整合归纳。在国内外经典理论和现有文献成果的基础上,合理推导相关研究假设,并据此构建了包括服务质量、企业形象、感知易用性、平台安全、满意度、用户粘性、使用习惯、用户流失意愿8个变量在内的移动理财平台用户流失意愿假设模型。随后在339份有效数据样本的支持下,采用问卷调查法、相关分析、回归分析、中介性检验等研究方法验证所提假设,研究结果表明:1、服务质量、企业形象、感知易用性以及平台安全对移动理财平台用户满意度具有显著的正向影响;2、移动理财平台用户满意度对使用习惯、用户粘性具有显著的正向影响;3、用户粘性、使用习惯、用户满意度对移动理财平台用户流失意愿具有显著的负向影响;4、用户粘性、使用习惯在满意度与移动理财平台用户流失意愿之间将产生部分中介性影响。本文的主要贡献在于:1、本文结合相关研究成果,详细界定了移动理财的基本内涵,为移动理财定义的标准化、规范化提供了一些参考和借鉴;2、本次研究致力于移动理财平台的完善推广,从用户流失的切入点开展相应的实证研究,并成功构建了包括服务质量、企业形象、感知易用性、平台安全、满意度、用户粘性、使用习惯、用户流失意愿8个变量在内的移动理财平台用户流失意愿假设模型;3、本文在一定程度上补充了国内相关领域的实证研究成果,为后续研究的开展提供了一些参考和借鉴;4、本次研究结合模型的假设检验结果,详细阐述了移动理财平台用户流失意愿假设模型的实践应用价值,在增强用户粘性、培养用户使用习惯、提升移动理财平台用户满意度等方面提出了一些建议,以期充分发挥假设模型的现实指导作用。
[Abstract]:With the rapid growth of personal disposable income and the popularity of mobile intelligent terminals, the personal financial needs of the public are increasing day by day. This background has laid a solid foundation for the further development of the mobile financing industry. The potential of industry development is self-evident. In recent years, various mobile financial applications, represented by Alipay, Ant Jubao and Mobile Bank, have emerged in endlessly. While promoting the development of the platform, they have also greatly intensified the fierce competition within the industry. In view of the fact that the pulling cost of new customers is much higher than the maintenance of old customers, the author follows the hot spot of the times, devotes himself to the socialized popularization of the concept of mobile financial management, the improvement of the function of mobile financial management platform, and the long-term development of the enterprises to which the mobile financial management platform belongs. From the perspective of user churn, this paper probes into the influencing factors and causality of user turnover intention of mobile financial management platform, and constructs the corresponding hypothetical model to supplement the empirical research results in domestic related subject areas. Based on the literature research method, this paper integrates many factors that affect the willingness of mobile financial platform users to lose. On the basis of the domestic and foreign classical theory and the existing literature results, The relevant research hypotheses are deduced reasonably, and based on this, the service quality, corporate image, perceived usability, platform security, satisfaction, user stickiness, usage habits are constructed. A hypothetical model of user turnover intention of mobile financial platform, which includes 8 variables of user turnover intention. Then, with the support of 339 valid data samples, questionnaire survey, correlation analysis, regression analysis are used. Intermediary testing and other research methods verify the hypothesis proposed. The research results show that: 1, service quality, corporate image, Perceived ease of use and platform security have a significant positive impact on user satisfaction of mobile financial platform. User satisfaction of mobile financial platform has a significant positive impact on usage habits, user stickiness has a significant positive impact on usage habits, user stickiness and usage habits. User satisfaction has a significant negative impact on the willingness of mobile financial platform users to lose. The use of habits will have a partial intermediary effect between satisfaction and the willingness of mobile financial platform users to drain. The main contribution of this paper is: 1. This paper defines the basic connotation of mobile financial management in detail, combined with related research results. It provides some reference and reference for the standardization of the definition of mobile financial management. This study is devoted to the improvement and promotion of mobile financial management platform, carries out the corresponding empirical research from the point of user loss, and successfully constructs the quality of service. Corporate image, perceived usability, platform security, satisfaction, user stickiness, usage habits, The assumption model of user turnover intention of mobile financial platform, which includes 8 variables, complements the empirical research results in domestic related fields to some extent. This paper provides some reference and reference for the following research. Combining with the hypothesis test results of the model, this study elaborates the practical application value of the assumption model of user turnover intention of mobile financial management platform, which can enhance the user stickiness. In order to give full play to the practical guiding role of the hypothetical model, some suggestions are put forward in order to cultivate the user's usage habits and improve the user satisfaction of mobile financial management platform.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.2;G252

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