移动支付消费者感知风险评价研究
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摘要
在移动商务环境中，移动运营商和服务提供商开发出种类繁多的服务，移动支付作为一种新兴支付工具，推动了一种全新的支付理念和潮流的发展，其所具有的高效、快捷、无处不在的运行特征提升了移动商务业务服务质量和水平。然而，Gartner公司2011年的统计数据显示：虽然移动支付市场规模和用户绝对数量有很快的增长，但目前使用移动支付的用户比例还比较低。众多研究者认为，消费者感知风险是影响消费者接受和使用移动支付的关键因素，因而消费者感知风险的研究引起企业界和学术界的广泛关注。虽然从上个世纪60年代就有学者展开了对消费者感知风险的相关研究，但由于感知风险概念体系所具有的复杂性，该领域许多问题亟待解决，如感知风险的度量理论需要进一步扩展，有必要基于消费者购买决策过程对消费者感知风险作用机理和动态变化特征以及评价方法进行以系统全面地研究，并提供实证检验等等。
本文以移动支付为研究对象，构建了基于风险偏好的移动支付消费者行为意向研究模型，移动商务消费者感知风险管理模型、描述消费者购买决策过程、支付模式以及消费者感知风险因素相互影响作用的研究模型，移动支付消费者感知风险评价模型，展开对移动支付消费者感知风险作用机理、度量理论以及评价方法的研究，主要内容如下：
首先，以典型的电子钱包移动支付模式为原型，对移动支付系统的体系架构、业务流程和关键技术进行了分析和阐述，明确了研究对象的概念特征，为后续研究奠定技术基础。接着，基于感知风险理论和技术接受模型，从个体消费者视角构建了基于消费者风险偏好的移动支付消费者使用行为意向模型，利用结构方程模型方法对模型进行检验，实证分析结果表明：消费者感知风险对移动支付行为意向有着显著影响，而消费者风险偏好并不显著影响移动支付的消费者行为意向；基于实证研究结果，引进主观概率和效用函数分析工具，以基本假设为前提条件，本文提出了基于风险偏好的消费者感知风险度量模型，对感知风险的基本度量理论进行了扩展。
其次，基于权变理论和消费者购买决策理论，并结合风险管理的基本观点，构建了移动商务消费者感知风险管理模型，为移动支付消费者感知风险作用机理的实证研究奠定基础。并在此基础上，构建了描述消费者购买决策过程、支付模式以及消费者感知风险因素相互影响作用的研究模型，开展对消费者感知风险的动态变化和作用机理的实证分析，提出研究假设并设计感知风险测量量表；并运用方差分析、逐步回归分析等统计方法证实了消费者感知风险在支付决策不同阶段中的动态变化和影响作用关系。
最后，根据上一阶段的研究成果和现有文献对移动支付消费者感知风险因素的研究成果为基础，构建了移动支付消费者感知风险评价指标体系，并基于模糊数学理论和实证研究方法，展开对移动支付消费者感知风险的评价模型研究；并采用模糊关系方程确定感知风险各级评价指标的权重，运用模糊综合评价法对感知风险进行综合评价，并通过应用实例对评价模型进行了检验。
On the environment of the mobile business, operators and service providers havedeveloped a wide range of mobile services, as an emerging payment instruments, themode of mobile payment has promoted a new payment concept and the trend ofdevelopment, the efficient, fast and ubiquitous runtime features which enhance the qualityand level of the mobile commerce business services are important advantages of mobilepayment. However, the data of Gartner's2011statistics show that although the market sizeand the absolute number of users of mobile payment have a fast growth, but the proportionof the quantity of users which use mobile payment service is still low relatively. Manyresearchers believe that the consumer’s perceived risk is a key factor which affectsconsumer’s acceptance and use of mobile payment, thus the study on consumer’sperceived risk become a widespread concern of the business community and academia.From the60’s of the last century, scholars had carried out a series of researches onconsumers' perceived risk. Because of the complexity of the concept system on theperceived risk field, there are many problems to be solved, such as the perception measuretheory on the consumer’s perceived risk needs to be extended, it is necessary to carry outthe evaluation research on consumer’s perceived risk and so on.
Based on the research object of mobile payment, this paper constructs a series ofresearch models which include the model of the consumer’s behavior intention on mobilepayment based on the risk appetite, the model of the consumer’s perceived riskmanagement on mobile commerce, the model which describe the Logical relationship ofthe consumer’s purchase decision-making process, the mode of payment and consumer’sperceived risk factors to the action mechanism, metric theory and evaluating method ofconsumers' perceived risk of the mobile payment. The main contents of this paper are asfollows:
Firstly, this paper takes a typical e-wallet mobile payment as the prototype mode andelaborates the architecture, business process and key technologies of the mobile paymentsystem. On this basis, aimed to the individual consumer, this paper constructs a researchmodel of behavioral intention of the mobile payment and put forward the correspondingresearch hypotheses based on consumers' personal risk appetite and perceived risktheoretical framework. The empirical results indicate that perceived risk has positiverelationship to the behavioral intention of the mobile payment, but consumers’ personal risk appetite has no significant impact on the attitude and behavioral intention. On thebasis of empirical research, this paper put forward a series of basic assumptions and has aresearch on the metric methods and model of consumer’s perceived risk of mobilepayment based on expected utility theory.
Secondly, based on the contingency theory and consumer’s purchase decision theory,the study build a management model of mobile commerce consumer’s perceive risk.Through the guidance of the management model, this paper aims to investigate thevariation of perceived risk through the purchase decision-making process and impactdifference on each factor of perceived risk between mobile and online payment. Anresearch model is constructed based on the theory of purchase process and perceived riskand a series of hypotheses are proposed, the empirical results reveal that the level ofperceived risk is higher for mobile payment than for online payment to ticket orderingservices and a major finding is that there is a significant difference on impact of factor riskin various stages of consumer’s purchase process, the results laid the foundation for theevaluation of the perceived risk.
Finally, according to Preliminary research results the research results existing onconsumer’s perceived risk of the mobile payment, this paper builds an evaluation indexsystem of the perceived risk. Based on the fuzzy mathematical theory and empiricalresearch method, the research constructs an evaluation model of consumer’s perceived riskof mobile payment which uses the fuzzy relation equations to determine Index weightsand uses the fuzzy comprehensive evaluation method to conduct a comprehensiveevaluation of the perceived risk.
本文以移动支付为研究对象，构建了基于风险偏好的移动支付消费者行为意向研究模型，移动商务消费者感知风险管理模型、描述消费者购买决策过程、支付模式以及消费者感知风险因素相互影响作用的研究模型，移动支付消费者感知风险评价模型，展开对移动支付消费者感知风险作用机理、度量理论以及评价方法的研究，主要内容如下：
首先，以典型的电子钱包移动支付模式为原型，对移动支付系统的体系架构、业务流程和关键技术进行了分析和阐述，明确了研究对象的概念特征，为后续研究奠定技术基础。接着，基于感知风险理论和技术接受模型，从个体消费者视角构建了基于消费者风险偏好的移动支付消费者使用行为意向模型，利用结构方程模型方法对模型进行检验，实证分析结果表明：消费者感知风险对移动支付行为意向有着显著影响，而消费者风险偏好并不显著影响移动支付的消费者行为意向；基于实证研究结果，引进主观概率和效用函数分析工具，以基本假设为前提条件，本文提出了基于风险偏好的消费者感知风险度量模型，对感知风险的基本度量理论进行了扩展。
其次，基于权变理论和消费者购买决策理论，并结合风险管理的基本观点，构建了移动商务消费者感知风险管理模型，为移动支付消费者感知风险作用机理的实证研究奠定基础。并在此基础上，构建了描述消费者购买决策过程、支付模式以及消费者感知风险因素相互影响作用的研究模型，开展对消费者感知风险的动态变化和作用机理的实证分析，提出研究假设并设计感知风险测量量表；并运用方差分析、逐步回归分析等统计方法证实了消费者感知风险在支付决策不同阶段中的动态变化和影响作用关系。
最后，根据上一阶段的研究成果和现有文献对移动支付消费者感知风险因素的研究成果为基础，构建了移动支付消费者感知风险评价指标体系，并基于模糊数学理论和实证研究方法，展开对移动支付消费者感知风险的评价模型研究；并采用模糊关系方程确定感知风险各级评价指标的权重，运用模糊综合评价法对感知风险进行综合评价，并通过应用实例对评价模型进行了检验。
On the environment of the mobile business, operators and service providers havedeveloped a wide range of mobile services, as an emerging payment instruments, themode of mobile payment has promoted a new payment concept and the trend ofdevelopment, the efficient, fast and ubiquitous runtime features which enhance the qualityand level of the mobile commerce business services are important advantages of mobilepayment. However, the data of Gartner's2011statistics show that although the market sizeand the absolute number of users of mobile payment have a fast growth, but the proportionof the quantity of users which use mobile payment service is still low relatively. Manyresearchers believe that the consumer’s perceived risk is a key factor which affectsconsumer’s acceptance and use of mobile payment, thus the study on consumer’sperceived risk become a widespread concern of the business community and academia.From the60’s of the last century, scholars had carried out a series of researches onconsumers' perceived risk. Because of the complexity of the concept system on theperceived risk field, there are many problems to be solved, such as the perception measuretheory on the consumer’s perceived risk needs to be extended, it is necessary to carry outthe evaluation research on consumer’s perceived risk and so on.
Based on the research object of mobile payment, this paper constructs a series ofresearch models which include the model of the consumer’s behavior intention on mobilepayment based on the risk appetite, the model of the consumer’s perceived riskmanagement on mobile commerce, the model which describe the Logical relationship ofthe consumer’s purchase decision-making process, the mode of payment and consumer’sperceived risk factors to the action mechanism, metric theory and evaluating method ofconsumers' perceived risk of the mobile payment. The main contents of this paper are asfollows:
Firstly, this paper takes a typical e-wallet mobile payment as the prototype mode andelaborates the architecture, business process and key technologies of the mobile paymentsystem. On this basis, aimed to the individual consumer, this paper constructs a researchmodel of behavioral intention of the mobile payment and put forward the correspondingresearch hypotheses based on consumers' personal risk appetite and perceived risktheoretical framework. The empirical results indicate that perceived risk has positiverelationship to the behavioral intention of the mobile payment, but consumers’ personal risk appetite has no significant impact on the attitude and behavioral intention. On thebasis of empirical research, this paper put forward a series of basic assumptions and has aresearch on the metric methods and model of consumer’s perceived risk of mobilepayment based on expected utility theory.
Secondly, based on the contingency theory and consumer’s purchase decision theory,the study build a management model of mobile commerce consumer’s perceive risk.Through the guidance of the management model, this paper aims to investigate thevariation of perceived risk through the purchase decision-making process and impactdifference on each factor of perceived risk between mobile and online payment. Anresearch model is constructed based on the theory of purchase process and perceived riskand a series of hypotheses are proposed, the empirical results reveal that the level ofperceived risk is higher for mobile payment than for online payment to ticket orderingservices and a major finding is that there is a significant difference on impact of factor riskin various stages of consumer’s purchase process, the results laid the foundation for theevaluation of the perceived risk.
Finally, according to Preliminary research results the research results existing onconsumer’s perceived risk of the mobile payment, this paper builds an evaluation indexsystem of the perceived risk. Based on the fuzzy mathematical theory and empiricalresearch method, the research constructs an evaluation model of consumer’s perceived riskof mobile payment which uses the fuzzy relation equations to determine Index weightsand uses the fuzzy comprehensive evaluation method to conduct a comprehensiveevaluation of the perceived risk.
引文
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