發(fā)布時間：2018-02-13 14:06

  本文關(guān)鍵詞： 涉入度 創(chuàng)新性 營銷推廣 感知風(fēng)險 行為意愿 第三方移動支付　出處：《江南大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：受益于智能終端設(shè)備的普及和4G技術(shù)的推廣,2015年我國掀起了"互聯(lián)網(wǎng)+金融"的O2O時代之風(fēng),移動支付行業(yè)也應(yīng)運(yùn)發(fā)展的如火如荼。基于NFC、HCE、Token、生物識別等各類技術(shù)模式不斷創(chuàng)新,應(yīng)用場景不斷豐富,線上、線下業(yè)務(wù)一體化發(fā)展加速,第三方移動支付產(chǎn)業(yè)作為一種先進(jìn)的支付手段和新型的消費(fèi)方式,受到消費(fèi)者們的極大關(guān)注�？焖俚钠占耙泊呱�了激烈的市場競爭,對運(yùn)營商而言,把握消費(fèi)者的采納行為意愿,挖掘影響消費(fèi)者對第三方移動支付采納意愿的因素,對于搶占市場份額、獲得競爭先機(jī)十分有必要�；�于第三方移動支付的發(fā)展現(xiàn)狀,對當(dāng)前國內(nèi)外相關(guān)文獻(xiàn)進(jìn)行梳理,發(fā)現(xiàn)已有文獻(xiàn)中對消費(fèi)者行為意愿的影響因素研究明缺乏確的分析視角和系統(tǒng)全面的研究模型,由此確定了本研究的主要內(nèi)容。本研究的目的在于探討互聯(lián)網(wǎng)和金融業(yè)的快速發(fā)展下,消費(fèi)者對第三方移動支付采納行為意愿的影響因素。針對當(dāng)前移動支付領(lǐng)域中消費(fèi)者行為意愿影響研究存在的空缺和不足,本研究在UTAUT模型的基礎(chǔ)上,結(jié)合感知風(fēng)險等理論,根據(jù)第三方移動支付的特點(diǎn),從消費(fèi)者心理和運(yùn)營商資質(zhì)兩方面歸納出對消費(fèi)者行為意愿的影響因素作為自變量因素,同時結(jié)合感知風(fēng)險、績效期望、努力期望、社會影響、便利條件等影響因素,構(gòu)建了綜合全面的消費(fèi)者第三方移動支付行為意愿影響因素研究模型,根據(jù)所構(gòu)建模型,提出研究假設(shè),并且通過問卷調(diào)查方式收集數(shù)據(jù),采用結(jié)構(gòu)方程模型對本研究所提出的假設(shè)進(jìn)行驗證。通過實證研究表明,對消費(fèi)者行為意愿的影響因素中,按影響程度絕對值從大到小依次為績效期望、涉入度、努力期望、業(yè)務(wù)范圍、感知風(fēng)險、社會影響、品牌影響力、便利條件,其中創(chuàng)新性變量、個人認(rèn)知變量以及營銷推廣變量對消費(fèi)者行為意愿的正向影響在P值為0.01水平下不顯著。此外,UTAUT在第三方移動支付消費(fèi)者行為意愿影響因素研究模型中表現(xiàn)出較好的適配性�；�于實證分析所得結(jié)論,對運(yùn)營商提出了相關(guān)的對策建議,并針對本研究存在的局限和不足進(jìn)行說明,基于此對未來的研究方向進(jìn)行展望。
[Abstract]:Benefiting from the popularization of intelligent terminal equipment and the popularization of 4G technology, in 2015, China set off the O2O era of "Internet finance", and the mobile payment industry should also be in full swing. The application scene is constantly rich, the integration of online and offline services is accelerating, the third-party mobile payment industry as an advanced means of payment and a new type of consumption, The rapid popularity of consumers has also given birth to fierce market competition. For operators, to grasp consumers' willingness to adopt behavior and to tap the factors that affect consumers' willingness to adopt third-party mobile payments, In order to seize market share, it is very necessary to get the first chance of competition. Based on the development of third-party mobile payment, this paper combs the relevant literature at home and abroad. It is found that there is a lack of accurate analytical perspective and systematic and comprehensive research model on the influencing factors of consumer behavior intention in existing literature. The purpose of this study is to explore the rapid development of the Internet and the financial industry. The influence factors of consumers' willingness to adopt the third party mobile payment. In view of the gaps and shortcomings of the current research on the influence of consumer behavior intention in the field of mobile payment, this study combines the theory of perceived risk based on the UTAUT model. According to the characteristics of third-party mobile payment, this paper summarizes the influence factors of consumer behavior will as independent variables from consumer psychology and operator qualification, and combines perceived risk, performance expectation, effort expectation, social impact. In this paper, a comprehensive and comprehensive research model of influencing factors of consumers' mobile payment behavior is constructed. According to the model, the research hypotheses are put forward, and the data are collected by questionnaire survey. The structural equation model is used to verify the hypothesis put forward in this paper. The empirical research shows that the absolute value of influence degree is performance expectation, involvement degree, and effort expectation according to the degree of influence. Business scope, perceived risk, social impact, brand influence, convenience conditions, among them innovative variables, The positive effects of personal cognitive variables and marketing promotion variables on consumer behavior willingness were not significant at the level of P = 0.01. In addition, UTAUT was more significant in the study of influencing factors of consumer behavior intention in third-party mobile payment. Good adaptability. Based on the conclusions of empirical analysis, This paper puts forward the relevant countermeasures and suggestions to the operators, explains the limitations and shortcomings of this study, and looks forward to the future research direction.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F832.2;F713.55

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本文編號：1508335