消费者移动支付使用意愿影响因素及其作用机制研究
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摘要
互联网的高速发展以及手持设备的迅速普及,使得移动支付业务不再遥不可及,移动支付正逐步走进我们的生活。移动支付也将成为电信运营商未来产生利润的平台。要想在移动支付市场中获得竞争力,运营商必须要设计出有效的移动支付策略,而制定成功的策略始于对影响消费者移动支付使用意愿影响因素的清楚认识。
有关消费者移动支付使用意愿的研究尽管已经出现,但数量仍然比较缺乏,许多问题尚未得到很好解决,需要进一步理论探索。本研究借鉴国内外已有的研究成果,科学地分析移动支付的影响因素,总结出影响因素在消费者形成移动支付使用意愿的心理阶段中的作用机制,并对运营商制定正确的营销策略。
本论文采用理论分析与实证研究相结合的方法,探讨消费者使用移动支付的影响因素及其作用机制。
本论文的创新点如下：
1.建立并实证移动支付消费者使用意愿的影响因素研究模型。
本论文综合TAM、TPB和IDT模型,构建消费者移动支付使用意愿影响因素研究模型。并通过实证分析对模型进行分析检验。研究结论表明系统安全性是影响消费者移动支付使用意愿最关键的影响因素,其次是消费者对运营商信任程度、商家数量、业务范围、交易成本、额外成本等。前人研究中被证明对消费者移动支付使用意愿有显著影响的认知易用性、兼容性等影响因素,在本文的实证中并没有显示出对移动支付使用意愿有显著影响。
2.从消费者心理角度,揭示了消费者移动支付使用意愿的形成过程。
消费者的使用意愿实质上是一系列的心理过程。本论文从影响因素对消费者确认需求、收集信息、评价方案三个心理阶段的作用机制进行研究,揭示了消费者移动支付使用意愿的形成过程,为研究消费者使用意愿提供了一个新的研究视角。
3.建立消费者评估移动支付系统安全风险指标体系。
基于移动支付系统安全性不确定事情发生的概率及不确定性事情发生产生的后果两个维度,建立了消费者对于移动支付系统安全风险评估的指标体系。该指标体系解决了消费者对移动支付系统安全风险进行量化的问题。
本论文最后从增强移动支付系统安全性,加强消费者对运营商信任程度、降低消费者使用移动支付成本及增加消费者使用移动支付收益的维度为运营商增强消费者移动支付使用意愿提出建议。
With the rapid development of the Internet and the popularity of handheld devices, Mobile payment is no longer far-fetched. To compete in a marketplace dominated by wireless devices, operators must devise effective mobile payment strategies. Building successful strategies begins by recognizing the forces driving mobile payment's emergence.
However, many researchers believe in the success of mobile payment There are little research results how to develop a consumer-oriented mobile payment strategy If we consider view of commerce, we don't ignore a consumer aspects and effects about mobile payment so,for the sake of Service Provider establishing correct marketing strategies and promoting prosperity of mobile payment market,it is of great significance to, based on foreign studies, study the mechanism and factors affecting of mobile payment under the circumstances of Chinese culture, and sum up the rules of customers' adoption of mobile payment.
This paper mainly attempts to study the forming factors affecting and mechanism of customers'adoption to mobile payment.
Paper'innovation can be concluded that:
1 It established and empirically proved the behavior model of mobile payment consumers.
This paper build a initial model of influencing factors based on TRA, TPB and TAM model. In this paper, The greatest impact on consumers of the factors were the System Security, Merchants number Operators credit, Business scope and relative advantages of mobile payment (perceived usefulness) The findings of this paper indicate that Merchants brand have no remarkable influence on real consumption variable. This paper reveals the particularity of consumption behavior of mobile payment Factors proved to be remarkably influential to consumption behavior,e.g Accessibility, compatibility and novelty Through questionnaires and empirical analysis,this paper does empirical research on key hypothesizes of the theoretical model and draws some important conclusions
2 From the perspective of consumer' psychology, reveals the formation of consumers' adoption of mobile payments.
Customers' adoption intends to fundamentally is a series of psychological process. This paper from the impact of factors on the consumer that three stages of the mechanism of psychological (needs, gather information, evaluate the program) to reveals the formation of consumers' adoption of mobile payments.It provides a new research perspective.
3 Building safety assessment index system of mobile payment system.
Based on the probability of uncertainty and uncertainty consequences happened, the paper build safety assessment index system of mobile payment system. The index system solves how to quantify the safty of security problems.
Finally, this paper from the enhancing security of mobile payment system, strengthening consumer trust of the operators, reduce consumer costs and increase consumers' mobile payment incoming dimensions, makes strategys that operators increase consumers' adoption of mobile payment.
有关消费者移动支付使用意愿的研究尽管已经出现,但数量仍然比较缺乏,许多问题尚未得到很好解决,需要进一步理论探索。本研究借鉴国内外已有的研究成果,科学地分析移动支付的影响因素,总结出影响因素在消费者形成移动支付使用意愿的心理阶段中的作用机制,并对运营商制定正确的营销策略。
本论文采用理论分析与实证研究相结合的方法,探讨消费者使用移动支付的影响因素及其作用机制。
本论文的创新点如下：
1.建立并实证移动支付消费者使用意愿的影响因素研究模型。
本论文综合TAM、TPB和IDT模型,构建消费者移动支付使用意愿影响因素研究模型。并通过实证分析对模型进行分析检验。研究结论表明系统安全性是影响消费者移动支付使用意愿最关键的影响因素,其次是消费者对运营商信任程度、商家数量、业务范围、交易成本、额外成本等。前人研究中被证明对消费者移动支付使用意愿有显著影响的认知易用性、兼容性等影响因素,在本文的实证中并没有显示出对移动支付使用意愿有显著影响。
2.从消费者心理角度,揭示了消费者移动支付使用意愿的形成过程。
消费者的使用意愿实质上是一系列的心理过程。本论文从影响因素对消费者确认需求、收集信息、评价方案三个心理阶段的作用机制进行研究,揭示了消费者移动支付使用意愿的形成过程,为研究消费者使用意愿提供了一个新的研究视角。
3.建立消费者评估移动支付系统安全风险指标体系。
基于移动支付系统安全性不确定事情发生的概率及不确定性事情发生产生的后果两个维度,建立了消费者对于移动支付系统安全风险评估的指标体系。该指标体系解决了消费者对移动支付系统安全风险进行量化的问题。
本论文最后从增强移动支付系统安全性,加强消费者对运营商信任程度、降低消费者使用移动支付成本及增加消费者使用移动支付收益的维度为运营商增强消费者移动支付使用意愿提出建议。
With the rapid development of the Internet and the popularity of handheld devices, Mobile payment is no longer far-fetched. To compete in a marketplace dominated by wireless devices, operators must devise effective mobile payment strategies. Building successful strategies begins by recognizing the forces driving mobile payment's emergence.
However, many researchers believe in the success of mobile payment There are little research results how to develop a consumer-oriented mobile payment strategy If we consider view of commerce, we don't ignore a consumer aspects and effects about mobile payment so,for the sake of Service Provider establishing correct marketing strategies and promoting prosperity of mobile payment market,it is of great significance to, based on foreign studies, study the mechanism and factors affecting of mobile payment under the circumstances of Chinese culture, and sum up the rules of customers' adoption of mobile payment.
This paper mainly attempts to study the forming factors affecting and mechanism of customers'adoption to mobile payment.
Paper'innovation can be concluded that:
1 It established and empirically proved the behavior model of mobile payment consumers.
This paper build a initial model of influencing factors based on TRA, TPB and TAM model. In this paper, The greatest impact on consumers of the factors were the System Security, Merchants number Operators credit, Business scope and relative advantages of mobile payment (perceived usefulness) The findings of this paper indicate that Merchants brand have no remarkable influence on real consumption variable. This paper reveals the particularity of consumption behavior of mobile payment Factors proved to be remarkably influential to consumption behavior,e.g Accessibility, compatibility and novelty Through questionnaires and empirical analysis,this paper does empirical research on key hypothesizes of the theoretical model and draws some important conclusions
2 From the perspective of consumer' psychology, reveals the formation of consumers' adoption of mobile payments.
Customers' adoption intends to fundamentally is a series of psychological process. This paper from the impact of factors on the consumer that three stages of the mechanism of psychological (needs, gather information, evaluate the program) to reveals the formation of consumers' adoption of mobile payments.It provides a new research perspective.
3 Building safety assessment index system of mobile payment system.
Based on the probability of uncertainty and uncertainty consequences happened, the paper build safety assessment index system of mobile payment system. The index system solves how to quantify the safty of security problems.
Finally, this paper from the enhancing security of mobile payment system, strengthening consumer trust of the operators, reduce consumer costs and increase consumers' mobile payment incoming dimensions, makes strategys that operators increase consumers' adoption of mobile payment.
引文
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