基于技术接受模型的社交金融产品使用意愿研究——以“微信钱包”为例

A Study on the Willingness to Use Social Finance Products Based on the Technology Acceptance Model: A Case Study of WeChat Wallet

以"微信钱包"为例,基于整合的技术接受模型(TAM)模型,分析社交金融产品使用意愿及前置因素之间的逻辑关联。研究表明,信任是影响使用意愿的关键因素;感知特性对信任的影响显著,其中感知愉悦性对信任的影响最大;主观规范对感知有用性、感知易用性和感知愉悦性有积极的影响,对感知风险的影响不显著。因此,为了增强社交金融产品的使用意愿,社交金融企业应重视网络口碑以建立用户的信任,加强产品娱乐属性以促进用户体验,同时强化社交金融的风险控制。

Abstract：This paper utilized questionnaires and structural equation models to analyze the logical relationship between the willingness to use social finance products and its preconditions. The Technology Acceptance Model （TAM） was used as the basis of the study and WeChat Wallet was used as an example. The research shows that trust is the key factor that affects people＇ s will- ingness to use. Moreover, perceptual characteristics have a significant impact on trust, and among these characteristics, perceived pleasure has the greatest effect. Subjective norms have a positive impact on perceived usefulness, usability, and pleasure but have no significant impact on per- ceived risk. Therefore, in order to enhance people＇ s willingness to use social finance products, so- cial finance firms should engage online, word- of-mouth methods to build users＇ trust, strengthen the entertainment properties of the product to boost user experience, and at the same time, im- prove the ability to control social finance risks. Keywords ： social finance, willingness to use, TAM model, WeChat Wallet