保健和激励双因素视角下影响移动支付意愿的实证研究

An Empirical Study on User's Mobile Payment Willingness from the Double Perspectives of both Hygiene and Motivation

基于交换理论和双因素理论,从保健和激励双重视角,建立一个影响用户移动支付意愿的综合模型,并运用结构方程模型对收集的321份有效数据进行实证分析。研究结果表明:隐私政策有效性作为保健因素,通过缓解用户的感知风险,进而对用户的移动支付意愿产生积极作用;资金激励和信息质量作为激励因素,通过提高用户的感知利益,进而对用户使用移动支付产生积极作用;企业信誉、感知愉悦性作为保健-激励因素,通过降低感知风险,提高感知利益,从而进一步影响移动支付意愿。

This study builds a comprehensive model on user＇s mobile payment willingness from the double perspectives of both hygiene and motivation based on the exchange theory and two-factor theory,and uses the structural equation model to conduct an empirical analysis for 321 valid data collected.The results show that the effectiveness of privacy policy,as a hygiene factor,has a positive effect on user＇s mobile payment willingness by reducing user＇s perceived risk.Monetary incentives and information quality,as motivators,have positive effects on user＇s mobile payment willingness by improving user＇s perceived benefits.Moreover,company＇s reputation and perceived enjoyment,as hygiene-motivator factors,also have significant effects on user＇s mobile payment willingness by reducing the perceived risk and improving the perceived benefits.