移动电子支付方式消费者使用意愿探析

Analysis of consumers willingness to use mobile payment methods

互联网的发展,移动商务的爆发式增长使消费者对移动电子支付产生了越来越强的依赖。随着新的市场参与者的加入,移动电子支付领域的竞争也越来越激烈。因此,探究消费者使用移动电子支付的影响因素显得犹为重要。基于技术接受模型(Technology Acceptance Model,ATM)和计划行为理论(Theory of Planned Behavior,TPB)影响消费者使用移动电子支付的因素有:感知有用性,感知易用性,兼容性,个人主观规范,感知风险和感知信任。通过实证调研得出如下结论 :感知有用性,感知易用性,兼容性,个人主观规范和感知信任对消费者使用移动电子支付有正向影响;感知风险对消费者使用移动电子支付有负向影响。

The development of the Internet, the explosive growth of mobile commerce so that consumers have more and more strong dependence on mobile electronic payment.With the new market participants, mobile electronic payment field is also increasingly fierce competition.Therefore,exploring the influence consumers to use mobile payment factors is particularly important.Based on the technology acceptance model（technology acceptance model,ATM）and theory of planned behavior theory of planned behavior,TPB） influence consumers using mobile electronic payment factors are：perceived usefulness,perceived ease of use, compatibility,subjective norms, and perceived risk and perceived trust. The empirical research conclusions are as follows：perceived usefulness, perceived ease of use,compatibility,personal subjective norm and perceived trust of consumers using mobile electronic payment has a positive effect;perceived risk to consumers using mobile electronic payment has negative effect.