發(fā)布時(shí)間：2018-11-15 13:07

【摘要】：隨著近代互聯(lián)網(wǎng)的飛速發(fā)展,可移動(dòng)的商務(wù)在這種大的趨勢(shì)環(huán)境下應(yīng)運(yùn)而生,各種運(yùn)營(yíng)商和服務(wù)提供機(jī)構(gòu)開(kāi)發(fā)出來(lái)了各種各樣的移動(dòng)支付服務(wù),它作為一種高效并且簡(jiǎn)單易用的支付工具,開(kāi)始出現(xiàn)在了各種各樣的行業(yè)模式中,它的這種支付理念是順應(yīng)了時(shí)代的發(fā)展而且提高了商業(yè)服務(wù)的質(zhì)量更加改善了支付方式的水平,它代表了一種新的技術(shù)的崛起,但是事實(shí)的發(fā)展卻與這種新的高效的支付手段背道而馳,著名的調(diào)查科研公司所調(diào)查的數(shù)據(jù)揭示了目前這一尷尬的情況,雖然目前的移動(dòng)支付市場(chǎng)規(guī)模正在擴(kuò)大,移動(dòng)市場(chǎng)的服務(wù)水平也在迅速的提高,但是真正使用到移動(dòng)支付的客戶(hù)占所有支付方式的比例是最低的。目前比較主流的研究者認(rèn)為,消費(fèi)者是否使用某一種支付方式主要是以感知風(fēng)險(xiǎn)為主要的判定標(biāo)準(zhǔn),這一判定標(biāo)準(zhǔn)是影響消費(fèi)者接受和使用移動(dòng)支付的關(guān)鍵之所在,因此,大批學(xué)者以此研究方向進(jìn)行了各種研討。雖然從20世紀(jì)中期開(kāi)始就已經(jīng)有研究者對(duì)此開(kāi)展了研究,但是消費(fèi)者感知的風(fēng)險(xiǎn)這一概念過(guò)于龐大和復(fù)雜,這一急需解決的領(lǐng)域仍然存在這大量的問(wèn)題待去解決,比如一些度量問(wèn)題都需要學(xué)者的進(jìn)一步研究,因此本文就對(duì)消費(fèi)者使用移動(dòng)支付時(shí)產(chǎn)生的感知風(fēng)險(xiǎn)的各個(gè)維度與影響其感知風(fēng)險(xiǎn)的各個(gè)影響因素之間的相關(guān)聯(lián)系展開(kāi)進(jìn)一步的研究,并通過(guò)調(diào)查問(wèn)卷收集的數(shù)據(jù),經(jīng)實(shí)證分析來(lái)得出結(jié)果。本文是對(duì)用戶(hù)在使用移動(dòng)支付時(shí)感知風(fēng)險(xiǎn)展開(kāi)研究,并基于各影響因素與風(fēng)險(xiǎn)各維度之間的相互作用關(guān)系建立風(fēng)險(xiǎn)維度與影響因素模型,這一模型的理論基礎(chǔ)還是建立在消費(fèi)者對(duì)風(fēng)險(xiǎn)的感知和對(duì)移動(dòng)支付行為影響的研究,然后展開(kāi)進(jìn)一步的分析,主要的內(nèi)容如下：對(duì)消費(fèi)者移動(dòng)支付時(shí)的行為意向和心理研究,尋找感知風(fēng)險(xiǎn)的構(gòu)成維度以及哪些因素會(huì)影響到消費(fèi)者感知風(fēng)險(xiǎn)的產(chǎn)生[1],根據(jù)相關(guān)的研究提出假設(shè),從個(gè)體單位角度出發(fā)進(jìn)行立體全方位手段構(gòu)建起基于消費(fèi)者風(fēng)險(xiǎn)感知的移動(dòng)支付,利用架構(gòu)影響模型方法對(duì)整個(gè)模型構(gòu)架進(jìn)行反復(fù)的檢測(cè),經(jīng)過(guò)嚴(yán)格的分析驗(yàn)證假設(shè)并得出研究結(jié)論：消費(fèi)者認(rèn)知負(fù)向影響感知心理風(fēng)險(xiǎn)和財(cái)務(wù)風(fēng)險(xiǎn),技術(shù)可靠性負(fù)向影響感知財(cái)務(wù)風(fēng)險(xiǎn)和功能風(fēng)險(xiǎn),無(wú)線(xiàn)網(wǎng)絡(luò)因素正向影響感知財(cái)務(wù)風(fēng)險(xiǎn)、隱私風(fēng)險(xiǎn)和心理風(fēng)險(xiǎn)。
[Abstract]:With the rapid development of modern Internet, mobile commerce emerges as the times require in this big trend environment. Various operators and service providers have developed various mobile payment services. As an efficient and easy to use payment tool, it began to appear in a variety of industry models, Its concept of payment conforms to the development of the times and improves the quality of business services. It also improves the level of payment methods. It represents the rise of a new technology. However, the development of the facts runs counter to this new and efficient means of payment. The data collected by famous research companies reveal this embarrassing situation, even though the current mobile payment market is expanding. Service levels in the mobile market are also rising rapidly, but the proportion of customers who actually use mobile payments is the lowest. Current mainstream researchers believe that whether consumers use a certain payment mode is mainly based on perceived risk, which is the key to affect consumers' acceptance and use of mobile payment. A large number of scholars have carried out various studies in this direction. Although researchers have been studying this issue since the middle of the 20th century, the concept of consumer perceived risk is too large and complex, and there are still a lot of problems to be solved in this area that needs to be solved. For example, some measurement problems need further study by scholars. Therefore, this paper carries out a further study on the correlation between the dimensions of perceived risk generated by consumers using mobile payment and the influencing factors affecting their perceived risk, and the data collected by questionnaire. The results are obtained by empirical analysis. In this paper, we study the perception of risk when users use mobile payment, and establish a risk dimension and influence factor model based on the interaction between each influencing factor and each dimension of risk. The theoretical basis of this model is based on the study of consumers' perception of risk and the impact on mobile payment behavior, and then further analysis is carried out. The main contents are as follows: the behavior intention and psychological research of consumer mobile payment. To find out the dimensions of perceived risk and what factors will affect the generation of consumer perceived risk [1], according to the relevant research, put forward the hypothesis, From the perspective of individual units, mobile payment based on consumer risk perception is constructed by using three-dimensional omni-directional means, and the whole model framework is repeatedly detected by using the framework impact model method. After strict analysis, the hypothesis is verified and the conclusion is drawn: consumer cognition negatively affects perceived psychological risk and financial risk, and technical reliability negatively affects perceived financial risk and functional risk. Wireless network factors positively affect perceived financial risk, privacy risk and psychological risk.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F832.2;F724.6

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