UTAUT和DOI整合模型:微信支付使用及推荐意向影响

在即时通讯技术和用户生成内容互动的快速发展中,用户接受和使用移动支付技术已超越了单纯的个体认知,变得日益复杂。本研究在整合型科技接受模型(UTAUT)的基础上,引入预测新技术采用意图的创新扩散理论(DOI),并纳入感知技术安全,探究微信支付使用及推荐意向的影响因素。研究结果显示:绩效期望、社群影响、感知安全性、创新性、兼容性对微信支付的使用意向有直接或间接影响;而付出期望、便利条件对微信支付的使用意向没有显著影响;同时,微信支付的使用意向与推荐意向有着显著的正相关关系,并从线上线下兼容、技术支持创新、社群互动推广等方面提出了微信支付持续发展的合理化建议。

In the rapid development of instant communication technology and user-generated content interaction, user acceptance and use of mobile payment technology have gone beyond simple individual cognition and become increasingly complex. On the basis of UTAUT model, this study integrates the innovation diffusion theory （DOI） to predict the adoption intention of new technology, and introduces the perceived technology security to explore the influencing factors of the adoption and recommendation intentions of WeChat payment. The results show that performance expectation, social influence, perceived technology security, innovation and compatibility have significantly direct and indirect effects on the adoption of WeChat payment. At the same time, WeChat payment adoption and recommendation intentions have a significant positive correlation. The rational suggestions of WeChat payment＇s sustainable development are put forward from the aspects of online and offline compatibility, technical support innovation and social interaction promotion.