基于用户感知价值的移动支付接受度研究

发布时间：2018-05-23 07:48

本文选题：移动支付 + 感知价值　；参考：《北京邮电大学》2012年硕士论文

【摘要】：移动支付是基于移动终端的创新型应用,是移动互联网商业模式所必须的基础支付功能。近年来移动支付在运营商及金融机构等产业链各方力量的推动下呈现了一个快速发展的态势,但总体来说移动支付在我国的渗透率仍然较低,用户尚未形成真正的使用习惯。因此,开展用户接受和使用移动支付的作用机理和影响大小的研究,无疑具有十分重要的现实和理论意义。本文首先分析了移动互联网、移动商务和移动支付的发展现状和前景,提出了本文的研究论题。在此基础上进一步剖析了用户接受和使用移动支付的相关理论和研究,提出由于在移动互联网条件下用户的角色、使用环境、消费目的等已经发生转变,移动支付的接受度研究需要从传统的基于技术的研究视角想基于用户感知价值的研究视角转变。其次,本文从感知利得和感知损失两个维度对移动支付影响用户接受的因素进行了研究,并首次研究了兼容性、网络外部性和使用情景对用户感知价值的调节作用,尤其对使用情景进行了详细的研究,并分行业和主要应用两个维度对移动支付的使用情景进行了分类。再次,在上述两部分研究的基础上提出了基于用户感知价值的移动支付接受度模型,对变量进行定义和问卷设计,进行了问卷数据分析。分析结果证实了本文提出的十个研究假设,尤其是使用情景等调节作用的证实是本文的一大贡献。最后,结合本文的研究结论和相关研究报告的总结梳理,提出了移动支付业务定位、情景具化、平台化等具体的发展策略建议。
[Abstract]:Mobile payment is an innovative application based on mobile terminal. It is the basic payment function of the mobile Internet business model. In recent years, mobile payment has shown a rapid development trend under the impetus of operators and financial institutions, but the permeability of mobile payment is still low in our country. The user has not yet formed a real use habit. Therefore, it is of great practical and theoretical significance to carry out the research on the mechanism and impact of user acceptance and use of mobile payment.
This paper first analyzes the development status and prospects of mobile Internet, mobile commerce and mobile payment, and puts forward the research topic in this paper. On this basis, it further analyzes the related theories and Research on the user acceptance and use of mobile payment, and puts forward the role, environment and consumption purposes of the users under the mobile Internet conditions. After the change, the acceptance of mobile payment needs to change from the perspective of traditional technology based research perspective based on user perceived value.
Secondly, this paper studies the factors that affect the user acceptance of mobile payment from two dimensions of perceived gain and perceived loss, and the first study of compatibility, network externalities and use scenarios to regulate the perceived value of users, especially the use of the scenarios, and divide the industry and the main application of two dimensions to the shift. The usage scenarios of dynamic payment are classified.
Thirdly, on the basis of the two parts of the study, a mobile payment acceptance model based on user perceived value is proposed, the variables are defined and the questionnaire is designed, and the questionnaire data analysis is carried out. The analysis results confirm the ten research hypotheses proposed in this paper, especially the confirmation of the use of the regulatory function, such as the use of the scene, is a great contribution of this paper.
Finally, combined with the conclusion of this paper and the summary of the related research report, the paper puts forward some specific development strategies, such as mobile payment business positioning, scenario localization, and platform development.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F224;F626

【参考文献】