支付宝和微信支付的用户持续使用意愿影响差异研究

发布时间：2018-05-15 17:37

本文选题：支付宝 + 微信支付　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：随着智能手机的普及,全世界范围的第三方支付业务范围不断扩大。从2004年开始,中国的第三方移动支付使用者逐渐增多,现在已经成为第三方移动支付业务的最大市场和第三方移动支付业务的强国。近年来,中国第三方移动支付的使用规模达到年均13375亿美元,并且在逐年上升;小城市也开始使用第三方移动支付,其发展速度非常之快。阿里巴巴的支付宝和腾讯的微信支付占中国第三方移动支付平台86%的市场份额。支付宝是阿里巴巴的移动支付系统,2004年在阿里巴巴的网上商城淘宝‖中投入使用。如今,支付宝占中国第三方移动支付市场份额的52.3%,在中国之外的70个国家都可以使用。微信是中国具有代表性的社交软件,微信支付以微信8亿9千万使用者为基础,在微信中附加了支付功能。在15个国家通用,使用范围覆盖12种货币,可以直接支付。本文主要分析了支付宝和微信支付使用者对两种第三方移动支付采纳行为的影响因素,比较了使用者对两种支付方式的影响力差异。研究时主要利用了整合技术采纳模型,在UTAUT模型的基础上,加上了感知风险和感知娱乐性因素,用SPSS进行信度分析、因子分析和多元回归分析。根据研究结果,支付宝的使用者对支付宝的成绩期望、努力期望、感知风险、感知娱乐性等因素对消费者的采纳行为有一定影响,社会影响因素对消费者的采纳行为没有影响;微信支付使用者的成绩期望、社会影响、感知娱乐性对使用意图有正面的影响,努力期望和感知风险因素对使用者的采纳行为没有影响。不难看出,想要改善使用者对第三方移动支付平台的采纳行为和持续使用意图,需要创造友好的便利的使用环境和更快捷的支付服务。
[Abstract]:With the popularity of smart phones, the world-wide third-party payment business continues to expand. Since 2004, the number of third-party mobile payment users in China has gradually increased, and has now become the largest market for third-party mobile payment services and a powerful country for third-party mobile payment services. In recent years, the use of third-party mobile payment in China has reached an annual average of US $1.3375 trillion, and has been rising year by year, while small cities have also started to use third-party mobile payment, which is growing very fast. Alibaba's Alipay and Tencent's WeChat Pay account for 86 percent of China's third-party mobile payment platform. Alipay, Alibaba's mobile payment system, was put into use in 2004 in Alibaba's online mall, Taobao. Today, Alipay accounts for 52.3 percent of China's third-party mobile payments market and is available in 70 countries outside China. WeChat Pay, China's representative social networking software, has added payment functionality to WeChat, based on its 890 million users. In 15 countries, it covers 12 currencies and can be paid directly. This paper mainly analyzes the factors influencing the adoption of third-party mobile payment by Alipay and WeChat Pay users, and compares the influence of users on the two payment methods. On the basis of the UTAUT model and the perceived risk and entertainment factors, the reliability analysis, factor analysis and multivariate regression analysis are carried out with SPSS. According to the results of the research, the users of Alipay have a certain impact on the consumer's adoption behavior, such as the expectation of performance, the expectation of effort, the perceived risk, the perceived entertainment and so on, but the social factors have no effect on the consumer's adoption behavior. WeChat Pay users' performance expectations, social impact, perceived entertainment have a positive impact on the intention to use, while effort expectations and perceived risk factors have no effect on the user's adoption behavior. It is not difficult to see that to improve the user's adoption behavior and continuous use intention of third-party mobile payment platform, we need to create a friendly and convenient environment and faster payment service.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.2

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