刍议蚂蚁花呗使用意愿影响因素与改进措施

Factors Influencing Consumer's Willingness to Use Ant Check Later and Suggestions

针对消费者对蚂蚁花呗的使用意愿,通过问卷调查方式得到271个有效样本,并进行Logistic回归分析。在对蚂蚁花呗使用意愿的主要影响因素进行实证研究中,剔除不显著变量广告效应和个人创新后,分析得到感知风险、信任和感知实用性三个因素对蚂蚁花呗的使用意愿影响显著。蚂蚁花呗要有针对性地进行服务优化,吸引更多消费者使用蚂蚁花呗。

This paper,after doing a questionnaire surveyconcerning consumer’s willingness to use Ant Check Later,obtained271 valid samples and made a Logistic regression analysis.It did an empirical study on the main factors influencing consumer’s willingness to use Ant Check Later,which shows that,with excluded the insignificant variables-advertisement effect and personal innovation,the three factors-perceived risk,trust and perceived usefulness,are most significant.It proposes that servicesrelated to Ant Check Later should be improved to attract more consumers to use the product.