基于TAM/TPB和感知风险的余额宝使用意愿影响因素实证研究

Empirical Study on Factors Influencing Customers' Intention of Yu Ebao Based on TAM / TPB with Perceived Risk

目前有关余额宝用户行为的研究比较少,本文基于技术接受模型、计划行为理论,整合感知风险理论,对用户余额宝使用意愿影响因素进行研究,构建了用户余额宝使用意愿影响因素模型,并进行实证分析。结果表明,感知易用性、感知有用性、感知收益、主观规范和感知行为控制正向影响用户对余额宝的使用意愿,安全风险、经济风险和时间风险对用户的使用意愿有显著的负面影响,社会风险和心理风险对使用意愿没有显著的影响。

Currently there is limited empirical work on customers＇ behavior that use Yu Ebao. Based on Technology Accep- tance Model （TAM） and theory of planned behavior （TPB）, this paper propeses a theoretical model to explain the factors that in- fluence customers＇ intention to use Yu Ebao. Then the paper tests the model by questionnaire and finally draws the conclusion. The results indicate that the intention to use Yu Ebao is positively affected mainly by perceived ease of use, perceived usefulness, perceived benefit, subjective norm, as well as perceived behavior control and is adversely affected mainly by security risk, finan- cial risk and time risk. Social risk and psychological risk have little impact on the customers＇ intention to use Yu Ebao.