消费者网络信任与网上支付风险感知实证研究

Consumer E-trust and Perceived Risks for Online Payments

网上支付在我国电子商务支付体系中占据重要战略地位。本文基于国际流行的技术接受模型(TAM),考虑理性行为理论(TRA)和计划行为理论(TPB),并入网上支付信任与多维风险感知因素,构建了扩展的技术接受模型(ETAM),并采集上海和澳门两地883个数据样本实证检验模型。研究发现,网络信任和多元感知风险是决定消费者是否选择使用网上支付并开展正面评价的两个关键要因,且感知的安全风险和隐私风险最为重要,而感知易用性对网络消费者决策行为影响已逐渐弱化;同时,澳门消费者依然深度依赖于传统信任文化,网络信任是当地居民选择网上支付方式的关键要因。

Online payment plays an important role in E-commerce.Based on Technology Acceptance Model（TAM）,this paper integrates Theory of Reasoned Action（TRA）and Theory of Planned Behavior（TPB） considering trust of online payment and multidimensional perceived risks factors,constructs Extended Technology Acceptance Model（ETAM）,and test it using 883 samples from Shanghai and Macao.The results show that E-trust and multidimensional perceived risks are two key factors for consumers to decide whether using online payment and giving positive remarks,in perceived risks,perceived security risk and private risk are most significant and the impact of perceived ease of use on consumers＇ online decision is becoming weakly;consumers are deeply influenced by traditional cultures,particularly in online payment,Macao consumers remains depend on traditional trust culture and E-trust are key factors to choose online payment.