我国消费者支付宝钱包使用意向研究--基于TAM和IDT理论

Consumers' Intention of Using Mobile Alipay Based on the TAM and IDT Models

支付宝钱包是我国移动支付的主要工具之一。文章以技术接受理论和创新扩散理论为基础,结合感知信任和感知风险,构建支付宝钱包消费者使用意愿研究模型,并通过调查问卷收集数据,利用SPSS21.0和AMOS21.0进行数据处理和假设检验。研究结果表明:感知易用性、感知有用性、感知信任均显著影响消费者的使用态度;相容性和外部因素是感知有用性和感知易用性的主要影响因素;个人创新性正向影响消费者信任;感知风险负向影响消费者信任;消费者的使用态度能够显著正向影响消费者的使用意愿。

Mobile Alipay is a main approach of mobile payment.This paper constructs a model to investigate the consumer intention for using mobile Alipay based on the Technology Acceptance Model,Innovation Diffusion Theory and perceived trust and risk approach.Data are collected through questionnaires,and SPSS21.0 and AMOS21.0 are used to process data,and test and modify hypotheses.The results show that the perceived ease of use,usefulness and trust are main factors that significantly influence the consumers＇ intention in using mobile Alipay.Compatibility and external factors determine the perceived usefulness and ease of use,individual creativity has a positive impact on perceived trust,and perceived risk has a negative impact on perceived trust.The consumers＇ attitude has a significantly positive impact on their intention to use mobile Alipay.