第三方移动支付消费者行为意愿影响因素研究

发布时间：2018-02-13 14:06

本文关键词： 涉入度创新性营销推广感知风险行为意愿第三方移动支付　出处：《江南大学》2017年硕士论文　论文类型：学位论文

【摘要】：受益于智能终端设备的普及和4G技术的推广,2015年我国掀起了"互联网+金融"的O2O时代之风,移动支付行业也应运发展的如火如荼。基于NFC、HCE、Token、生物识别等各类技术模式不断创新,应用场景不断丰富,线上、线下业务一体化发展加速,第三方移动支付产业作为一种先进的支付手段和新型的消费方式,受到消费者们的极大关注。快速的普及也催生了激烈的市场竞争,对运营商而言,把握消费者的采纳行为意愿,挖掘影响消费者对第三方移动支付采纳意愿的因素,对于抢占市场份额、获得竞争先机十分有必要。基于第三方移动支付的发展现状,对当前国内外相关文献进行梳理,发现已有文献中对消费者行为意愿的影响因素研究明缺乏确的分析视角和系统全面的研究模型,由此确定了本研究的主要内容。本研究的目的在于探讨互联网和金融业的快速发展下,消费者对第三方移动支付采纳行为意愿的影响因素。针对当前移动支付领域中消费者行为意愿影响研究存在的空缺和不足,本研究在UTAUT模型的基础上,结合感知风险等理论,根据第三方移动支付的特点,从消费者心理和运营商资质两方面归纳出对消费者行为意愿的影响因素作为自变量因素,同时结合感知风险、绩效期望、努力期望、社会影响、便利条件等影响因素,构建了综合全面的消费者第三方移动支付行为意愿影响因素研究模型,根据所构建模型,提出研究假设,并且通过问卷调查方式收集数据,采用结构方程模型对本研究所提出的假设进行验证。通过实证研究表明,对消费者行为意愿的影响因素中,按影响程度绝对值从大到小依次为绩效期望、涉入度、努力期望、业务范围、感知风险、社会影响、品牌影响力、便利条件,其中创新性变量、个人认知变量以及营销推广变量对消费者行为意愿的正向影响在P值为0.01水平下不显著。此外,UTAUT在第三方移动支付消费者行为意愿影响因素研究模型中表现出较好的适配性。基于实证分析所得结论,对运营商提出了相关的对策建议,并针对本研究存在的局限和不足进行说明,基于此对未来的研究方向进行展望。
[Abstract]:Benefiting from the popularization of intelligent terminal equipment and the popularization of 4G technology, in 2015, China set off the O2O era of "Internet finance", and the mobile payment industry should also be in full swing. The application scene is constantly rich, the integration of online and offline services is accelerating, the third-party mobile payment industry as an advanced means of payment and a new type of consumption, The rapid popularity of consumers has also given birth to fierce market competition. For operators, to grasp consumers' willingness to adopt behavior and to tap the factors that affect consumers' willingness to adopt third-party mobile payments, In order to seize market share, it is very necessary to get the first chance of competition. Based on the development of third-party mobile payment, this paper combs the relevant literature at home and abroad. It is found that there is a lack of accurate analytical perspective and systematic and comprehensive research model on the influencing factors of consumer behavior intention in existing literature. The purpose of this study is to explore the rapid development of the Internet and the financial industry. The influence factors of consumers' willingness to adopt the third party mobile payment. In view of the gaps and shortcomings of the current research on the influence of consumer behavior intention in the field of mobile payment, this study combines the theory of perceived risk based on the UTAUT model. According to the characteristics of third-party mobile payment, this paper summarizes the influence factors of consumer behavior will as independent variables from consumer psychology and operator qualification, and combines perceived risk, performance expectation, effort expectation, social impact. In this paper, a comprehensive and comprehensive research model of influencing factors of consumers' mobile payment behavior is constructed. According to the model, the research hypotheses are put forward, and the data are collected by questionnaire survey. The structural equation model is used to verify the hypothesis put forward in this paper. The empirical research shows that the absolute value of influence degree is performance expectation, involvement degree, and effort expectation according to the degree of influence. Business scope, perceived risk, social impact, brand influence, convenience conditions, among them innovative variables, The positive effects of personal cognitive variables and marketing promotion variables on consumer behavior willingness were not significant at the level of P = 0.01. In addition, UTAUT was more significant in the study of influencing factors of consumer behavior intention in third-party mobile payment. Good adaptability. Based on the conclusions of empirical analysis, This paper puts forward the relevant countermeasures and suggestions to the operators, explains the limitations and shortcomings of this study, and looks forward to the future research direction.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.2;F713.55

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