基于双路径模型的移动支付使用意愿影响因素研究

发布时间：2018-01-24 03:23

本文关键词： 移动支付影响因素感知价值偏最小二乘法双路径模型　出处：《南昌大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网的快速发展,移动支付已然在人们生活中扮演着重要的角色,吃、穿、住、行、娱等费用都可通过移动支付来解决,人们的生活逐渐进入便利化时代。移动支付作为新时代的产物,推动了一场新的商业革命,我国的移动支付的发展虽然不及欧美发达国家,但我国移动支付服务发展空间巨大,其发展的进程受到整个世界的关注。对消费者而言,具有做出对移动支付使用的主动选择权,而对移动支付开发商和运营商而言,了解消费者对产品的使用意愿影响因素是产品营销成功的关键。首先,通过大量相关文献的学习,结合ELM模型(精细加工可能性模型)理论,将感知价值分为两个子变量,分别是中枢感知价值和边缘感知价值,在模型中中枢感知价值和边缘感知价值是二阶潜变量,另外我们将以往的态度变量换成态度的二元变量情感反应和认知反应,作为感知价值与使用意愿的中介变量,构成了具有中枢路径和边缘路径的双路径模型进行移动支付使用意愿影响因素的探讨。其次,在相关研究的基础上,提出模型的若干假设,设计关于本文研究的问卷;最后,通过收集有效数据,利用SPSS19.0和Smartpls2.0软件进行数据的实证分析。通过研究发现,感知易用性、感知有用性正向显著影响中枢感知价值;感知风险性负向显著影响中枢感知价值;服务兼容性、社会影响正向显著影响边缘感知价值;中枢感知价值和边缘感知价值都正向显著影响情感反应和认知反应,而中枢感知价值比边缘感知价值对情感反应和认知反应的影响大;情感反应和认知反应均正向显著影响使用意愿,而且认知反应对使用意愿的影响要比情感反应对使用意愿的影响更大。然而感知娱乐性对中枢感知价值无显著影响,个体创新对边缘感知价值无显著影响。通过实证研究得到的结果,为移动支付企业提出建议:(1)强化企业间合作,拓宽产品业务面;(2)注重宣传工作,创造良好口碑;(3)降低用户成本,提高核心技术;(4)布局优势商业特征,提高用户感知价值;(5)降低系统风险,建立应急机制。
[Abstract]:With the rapid development of the Internet, mobile payment has played an important role in people's life, food, clothing, housing, transportation, entertainment and other expenses can be solved by mobile payment. Mobile payment, as a product of the new era, has promoted a new business revolution, although the development of mobile payment in China is not as good as that of developed countries in Europe and America. However, the development of mobile payment services in China has a huge space of development, and the process of its development has attracted the attention of the whole world. For consumers, there is an active option to make use of mobile payment. For mobile payment developers and operators, understanding the consumer's willingness to use the product is the key to success in product marketing. First, through a large number of relevant literature learning. Combined with the theory of ELM model (fine processing possibility model), the perceived value is divided into two subvariables, namely central perceptual value and edge perceptual value. In the model, the central perceptual value and the marginal perceptual value are second-order latent variables. In addition, we change the previous attitude variables into the attitude binary variables, emotional response and cognitive response. As an intermediary variable of perceived value and willingness to use, it constitutes a two-path model with central path and marginal path to explore the factors affecting the willingness to use mobile payment. Secondly, on the basis of relevant research. Put forward some hypotheses of the model and design the questionnaire about this paper; Finally, through the collection of effective data, using SPSS19.0 and Smartpls2.0 software to carry out empirical analysis of the data. Through the research found, perception is easy to use. Perceived usefulness positively significantly affected the central perception value; Perceived risk negatively affected the central perception value; Service compatibility, social impact positively significantly affect marginal perceived value; Both central perceptual value and marginal perceptual value positively affect emotional response and cognitive response, while central perceptual value has more influence on emotional response and cognitive response than marginal perceived value. Both affective and cognitive responses significantly affected the willingness to use. Moreover, cognitive response has more influence on the intention to use than emotional response on the willingness to use. However, perceived entertainment has no significant effect on the perceived value of the central nervous system. Individual innovation has no significant effect on edge perceived value. Through the results of empirical research, this paper puts forward some suggestions for mobile payment enterprises to strengthen inter-firm cooperation and broaden the scope of product business. 2) pay attention to publicity work and create good word of mouth; Reduce user cost and improve core technology; (4) layout advantage commercial characteristic, raise user perception value; Reduce system risk and establish emergency mechanism.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.2

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