消费者使用微支付意愿的实证研究

The Empirical Research on the Consumers' Intention to Adopt the Micropayment

本文以技术接受模型、感知风险和感知转换成本为理论背景构建消费者使用微支付影响因素的研究模型,采用问卷调查的方法,利用偏最小二乘法结构方程建模对搜集的数据进行分析。结果表明便利条件和感知愉悦性正向影响感知易用性,感知有用性、感知愉悦性和感知转换成本正向影响行为意愿,同时,感知易用性和感知风险对行为意愿的影响不显著。

Under the theoretical background of technology acceptance model, perceived risk and perceived switching costs, this paper develops a research model exploring the impacting factors of consumers＇ intention to adopt the micropayment, with the questionnaire investigation, using partial least squares structural equation modeling approach to analyze the collected data. The results show that facilitating condition and perceived enjoyment positively affect the perceived ease of use, perceived enjoyment and perceived switching costs positively affect the intention as well. In addition, we find that perceived ease of use and perceived risk have no significant influence toward behavioral intention.