基于移动支付服务价值的互联网支付用户渠道转移行为研究

发布时间：2018-03-26 08:01

  本文选题：移动支付　切入点：转移行为　出处：《江苏大学》2016年博士论文

【摘要】：移动支付是移动互联网经济取得跨越式发展的重要基础和动力保障。近几年来,受益于移动通信技术的不断进步和智能手机的日益普及,我国的移动支付发展迅速,尤其是在移动支付企业大力的补贴和推动下,已经具有了良好的用户基础。但从实际应用角度来看,一方面,不少用户还是只将移动支付视为传统互联网支付的延伸,作为一种支付方式的补充,偶尔或者在特定情境下使用;另一方面,也有越来越多的用户在采纳移动支付后,开始逐渐减少了对互联网支付的使用,形成了支付渠道的转移。当前,学者们对于移动支付用户行为的研究基本聚焦于采纳前阶段,对于移动支付采纳后阶段的行为研究较为匮乏,而移动支付的商业价值依赖于更多用户的参与和用户更多的使用。因此,深刻洞察互联网支付用户向移动支付渠道的转移,沉淀用户并增加用户对移动支付黏性应受到学界和业界的关注。移动支付不仅是一种技术创新,更是一种服务创新,本研究将从用户的行为决策过程,基于移动支付的服务价值,运用人口迁移中的PPM(Push-Pull-Mooring,推-拉-锚定)理论框架,从一个动态的视角探讨互联网支付用户向移动支付渠道转移行为的关键因素和作用机理,并在此基础上,展开相应渠道转移行为预测研究,以期为我国移动支付市场和相关企业的发展提供有益的启示。首先,通过对移动网络信息服务价值研究相关文献进行梳理,并分析移动支付应用的典型案例—支付宝钱包,在此基础上,进一步运用关键事件技术,通过对访谈和问卷调查结果进行分类、归纳,提取了移动支付服务价值的维度和主要内涵。其中从用户对移动支付服务价值感知收益角度,包含了七个维度:时间价值、空间价值、货币价值、经济价值、情感价值、社交价值、功能价值;从用户对移动支付服务价值感知付出角度,包含了三个维度:学习成本、风险成本和心理成本。其次,根据移动支付服务价值的维度和内涵,同时借鉴移动网络信息服务价值研究相关文献成果,遵循量表开发和设计的原则,通过问卷前测、正式调查,使用结构方程模型的方法,对移动支付服务价值各变量及结构模型进行验证性因子分析,从实证角度检验了移动支付服务价值的十个维度及其内涵,确认了移动支付服务价值维度划分与测度的有效性。然后,根据前文所提出的移动支付服务价值维度,运用PPM理论框架,从服务转移的视角,构建了互联网支付用户向移动支付渠道转移行为模型并提出相关假设,进而采用基于PLS的结构方程建模方法检验了移动支付服务的各个价值维度对互联网支付用户渠道转移行为的影响和作用机理。研究发现:时间价值差异和空间价值差异,显著的构成PPM模型中推力效应,驱使互联网支付用户向移动支付渠道转移;货币价值差异、功能价值差异、社交价值差异和情感价值差异显著的构成了PPM模型中的拉力效应,积极影响着互联网支付用户的渠道转移。经济价值差异不构成拉力效应,对互联网支付用户渠道转移不产生显著影响;风险成本和心理成本显著的构成PPM模型中的锚定效应,负面影响了互联网支付用户的渠道转移。学习成本则不构成锚定效应,不影响互联网支付用户的渠道转移行为;锚定效应在推力效应和用户渠道转移意愿之间具有显著的调节作用,但对拉力效应和渠道转移意愿之间的调节关系不显著;互联网支付用户的渠道转移意愿显著的影响其渠道转移行为。最后,本文采用了有序多方法策略构建了互联网支付用户渠道转移行为预测模型。即根据前文互联网支付用户渠道转移行为实证分析的结果,将统计意义上可靠且具有显著性的变量作为输入,通过神经网络模型来预测互联网支付用户的渠道转移行为,进一步拓展并丰富了现有研究。预测用户的行为和理解用户的行为与影响因素间的因果关系是不同的主题,对于互联网支付用户渠道转移行为的预测研究,不仅有助于辨识出在涉及行为预测时的重要变量,并为互联网支付用户渠道转移行为的测量提供一个新的思路,也有助于移动支付相关企业识别出不同类型的用户,根据不同的目标群体制定针对性的推广策略,为实现精准营销提供决策支持。此外,本研究综合运用结构方程建模和神经网络分析的方法,不仅提高了预测的质量,也为今后信息系统领域中用户行为的研究提供了参考。
[Abstract]:Mobile payment is an important basis for leapfrog development and dynamic security of mobile Internet economy. In recent years, benefit from mobile communication technology continues to progress and the rapid popularization of mobile phone, Chinese mobile payment develops rapidly, especially in the mobile payment enterprise vigorously subsidies and promotion, has a good user base. But from the practical point of view, on the one hand, many users or only the mobile payment as an extension of the traditional Internet payment, as a supplement to a payment, or occasionally used in specific contexts; on the other hand, there are more and more users in the adoption of mobile payments, gradually reduced the use of to pay for the Internet, the formation of transfer payment channels. At present, the scholars for the basic focus on mobile payment user behavior in pre adoption stage, for the mobile payment adoption order Study on the behavior of segment is scarce, and mobile payment business value depends on more user participation and more usage. Therefore, a deep insight into the Internet users pay channel transfer payment to mobile users, and increase the precipitation of users of mobile payment by viscous academic and industry attention. Mobile payment is not only a kind of technology it is a kind of innovation, service innovation, this study from the decision-making process of the user, the mobile payment service value based on the use of population migration in PPM (Push-Pull-Mooring, push - pull - anchor) theoretical framework, the key factors for Internet users pay payment channels to mobile transfer behavior and mechanism from a a dynamic perspective, and on this basis, the prediction of the channel transfer behavior, so as to provide beneficial enlightenment for the development of China's mobile payment market and related enterprises firstly, By sorting out the relevant literature on the research value of the mobile Internet information service, and analyze the typical case of mobile payment applications - Alipay wallet, on this basis, further by using critical incident technique, through the classification of interviews and questionnaire survey results are summarized, extracted from the dimensions of the mobile payment service value and main content. The payment service user the value of perceived benefit angle on the move, includes seven dimensions: time value, space value, monetary value, economic value, social value, emotional value, functional value; from the payment service user perceived value of mobile pay angle, contains three dimensions: learning cost, risk cost and psychological cost. Secondly, according to the dimensions the connotation and value of mobile payment services, and referring to the research value of the mobile Internet information service related literatures, follow the development and scale design principles, Test, a formal investigation by questionnaire before, by the structural equation modeling method, the mobile payment service value of each variable and structure model by confirmatory factor analysis, from the perspective of empirical test of ten dimensions of the value of the mobile payment service and its connotation, to confirm the validity of the mobile payment service value dimension and measure. Then, according to the mobile payment service value put forward earlier, using the theory of PPM, from the service transfer perspective, the construction of Internet users pay to mobile payment channels for the transfer of behavior model and puts forward some assumptions, and then used the structural equation modeling based on PLS to test the impact of various mobile payment services on the value dimension of Internet users pay channels transfer the behavior and mechanism of action. The study found: the difference value of time difference and space value, a thrust effect in PPM model significantly, flooding The Internet users pay the transfer to the mobile payment channels; monetary value differences, differences in functional value, social value and emotional value differences differences constitute the pulling effect of the PPM model, a positive impact on Internet users pay the transfer channels. The economic value of difference does not constitute force users to pay transfer channels do not have a significant impact on the Internet risk; cost and psychological cost significantly constitute the PPM model in the anchoring effect, the negative influence of Internet users pay channels transfer. The cost of learning does not constitute the anchoring effect, does not affect the transfer behavior of Internet payment channels to the users; has a significant moderating effect between the anchoring effect in the thrust transfer effect and the user channel will but, for pulling effect and channel transfer will not significantly adjust the relationship between; Internet users pay channels will significantly influence the transfer The channel transfer behavior. Finally, this paper uses the method of ordered multiple methods to build the Internet users pay channel prediction model transfer behavior. According to the above analysis of the user behavior of Internet payment channels for the transfer of the empirical results will be statistically reliable and significant variables as input, using neural network model to predict the behavior of Internet payment transfer users of the channel, to further expand and enrich the existing research. The prediction of user behavior and understand user behavior and influence factors of the causal relationship between different themes, prediction of the Internet users pay channels transfer behavior, not only helps to identify important variables involved in the prediction of the behavior of a new measurement and payment channels for the transfer of ideas for the Internet user behavior, also helps the mobile payment related enterprises identify different types of use Households, according to the different target groups to develop targeted marketing strategies, to provide decision support for the implementation of precision marketing. In addition, this study uses the method of structural equation modeling analysis and neural network, not only improve the prediction quality, but also provides a reference for future research on user behavior information system in the field.

【学位授予单位】：江苏大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F713.55;F724.6;F832.2
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本文编号：1667058