移动支付中用户信任的影响要素

Exploring the Factors Affecting Users' Trust in Mobile Payment

随着3G时代的到来,移动通信与互联网技术融合发展,推动着移动终端的应用市场呈现快速增长态势,从而也带动移动支付产业发展的全面提速。移动支付具有不受地域、设备、支付项目限制等便利性,但要大规模地普及推广,需要突破技术先行、用户体验滞后的瓶颈。为此,移动支付服务供应方必须尽可能事先了解用户采纳移动支付的模式,从而使技术投资符合用户需求。以往研究主要从技术角度出发,忽略了用户本身对移动支付的信任问题。考虑到信任已经成为用户接受移动支付的主要障碍,本文从信任角度出发,通过实证研究,证明了互动性、使用情景、信任倾向和网络外部性对用户信任有显著影响。论文的研究结论对移动支付的技术开发和商务模式设计具指导意义。

With the coming of 3G era,mobile communication and internet technology converge gradually,which drives the mobile terminator application market to develop rapidly,as a consequence,the mobile payment industry grows with jumps and bounds.Mobile payment features convenience which won＇t be limited by any place,device or payment item,but before its widespread,it is essential to overcome the limitation of technology and users＇ experience.Thus,mobile payment service provider should comprehend the user adoption model and make the investigation in technology meet user＇s demand.Prior research pay attention to technology and overlook users＇ trust to mobile payment.Concerning user trust has become one of the main obstacles to user adoption,this paper focuses on user trust,on the base of empirical research,we validate that interactivity,use context,trust propensity and network externalities affect influence trust significantly.These findings are practical in technology development and the design of commercial model of mobile payment.