校园移动支付的用户采纳行为——基于电子科技大学喜付用户的实证分析

发布时间：2019-03-04 08:32

【摘要】：在校园环境下,学生用户面对创新的移动支付产品和服务会如何抉择?到底是哪些因素影响了用户的采纳行为?各个因素之间又呈现出怎样的相互关系?研究以技术采纳模型(TAM)为理论基础,加入了其他行为理论的变量并首次引入了公司形象感知这一构念。以电子科技大学喜付用户或潜在用户的行为数据为样本,通过实证分析,得出以下主要结论:(1)有用性感知、便利条件和口碑显著直接正向地影响校园移动支付用户的使用意愿,其中口碑影响最大;(2)便利条件对易用性感知有显著的正向作用;(3)有用性感知受到便利条件和易用性感知的正向作用,其中易用性感知作用较大;(4)公司形象感知对口碑和信任有显著的正向作用,其中对口碑的作用较大;(5)信任并非影响校园移动支付用户使用意愿的显著因素。实证结果为校园移动支付公司运营管理和营销推广策略的制定提供了依据。
[Abstract]:In the campus environment, how do students make choices in the face of innovative mobile payment products and services? What are the factors that affect the adoption behavior of users? What is the relationship between the factors? Based on the technology adoption model (TAM), this paper introduces other variables of behavior theory and introduces the concept of corporate image perception for the first time. The main conclusions are as follows: (1) usefulness perception, based on the empirical analysis of the behavior data of UESTC's users or potential users, and the main conclusions are as follows: (1) usefulness perception; Convenience and word-of-mouth have a significant positive impact on the willingness of campus mobile payment users, of which word-of-mouth has the greatest impact. (2) convenience has a significant positive effect on the perception of ease of use, (3) the perception of usefulness is positively influenced by convenience and perception of ease of use, among which, the perception of ease of use plays a greater role; (4) corporate image perception has a significant positive effect on word-of-mouth and trust, especially on word-of-mouth; (5) Trust is not a significant factor affecting the willingness of campus mobile payment users to use. The empirical results provide the basis for the establishment of operation management and marketing promotion strategy of campus mobile payment company.
【作者单位】：电子科技大学;
【基金】：国家自然科学基金项目(71571030) 成都市科技项目(2015-RK00-00063-ZF) 电子科技大学成都研究院产业化研发专项项目(RWS-CYHKF-01-20150004)
【分类号】：F724.6;F832.2

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