基于TAM的商户移动支付采纳意愿实证研究

发布时间：2018-06-17 05:52

本文选题：移动支付 + TAM　；参考：《企业经济》2017年11期

【摘要】：随着移动互联网和移动终端设备的普及,移动支付需求呈现强劲增长态势。本文基于商户视角,研究移动支付平台附加功能对其采纳意向的影响,以探寻影响商户提供移动支付服务的因素。本文采用结构方程模型对影响商户采纳的因素进行实证分析,通过调查问卷收集337家商户采纳意愿数据,并利用SPSS和AMOS软件对模型加以检验。结果表明客户关系维系、消费数据分析通过感知有用性、感知易用性,对商户采纳意愿产生正向影响,感知有用性、感知易用性对商户采纳意向具有显著正向影响,感知风险对采纳意向的影响不显著。据此,本文提出移动支付企业应重视提升商户感知有用性、感知易用性,降低商户感知风险的政策建议,旨在促进移动支付推广应用。
[Abstract]:With the popularity of mobile Internet and mobile terminal devices, mobile payment demand shows a strong growth trend. Based on the merchant perspective, this paper studies the influence of the additional function of mobile payment platform on its intention to adopt, in order to explore the factors that affect the merchant to provide mobile payment service. In this paper, the structural equation model is used to analyze the factors that affect the adoption of businesses. 337 data of their willingness to adopt are collected by questionnaire, and the model is tested by SPSS and Amos software. The results show that customer relationship maintenance, consumer data analysis, perceived usefulness, perceived ease of use, have a positive impact on the willingness of merchants to adopt, perceived usefulness, perceived ease of use has a significant positive impact on the intention of business adoption. Perceived risk has no significant effect on adoption intention. Based on this, this paper puts forward some policy recommendations for mobile payment enterprises to improve the perceived usefulness, perceived ease of use and reduce perceived risk of merchants, in order to promote the promotion and application of mobile payment.
【作者单位】：山东工商学院工商管理学院;
【基金】：国家自然科学基金项目“基于风险视角的移动支付用户采纳及创新扩散机理研究”(项目编号:71301089) 山东工商学院研究生科技创新基金项目“商家移动支付使用意愿与使用行为分析”(项目编号:2016yc1202011)
【分类号】：F713.55;F724.6;F832.2

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