消费者线下移动支付影响因素研究——基于江浙沪地区学生和上班族的调查

Research on factors influencing consumers' mobile payment:an empirical study based on the data of students and office workers of Jiangsu,Zhejiang and Shanghai

在"互联网+"的大背景下,网络技术的发展使得移动支付也被消费者纳入线下支付的考虑范围之内。在前人研究的基础上,分析总结出影响消费者选择线下移动支付的5种影响因素,以江浙沪地区学生和上班族为例,用结构方程模型对假设进行验证分析。研究结果表明,感知风险并未对消费者的使用意愿产生影响,感知有用性、感知易用性、主观规范、消费者创新等因素对使用意愿有正向影响作用。此外,还分析了消费者消费场景对线下移动支付的影响。并对研究结果进行分析并提出相应建议。

The development of network technology allows more and more consumers to use mobile payment in＂internet plus＂age.Based on the previous studies,this paper analyzes 5 factors that affect the consumer＇s mobile payment,through questionnaire investigation with students and office workers of Jiangsu,Zhejiang and Shanghai as the research objects,the research is done by means of questionnaire and tested through the Structural Equation Modeling.It reveals the perceived risk which doesn＇t influence on mobile payment usage intention,and the following factors that have positive influences on mobile payment usage intention：perceived usefulness,perceived ease of use,subjective norm,consumer innovation.In addition,the author analyzes the impact of consumer scenarios on mobile payments.Based on the results of the research,suggestions are proposed on the promotion of mobile payment services.