基于TPB/TAM的养老服务金融参与意向影响因素实证研究——以济南市城市居民为例

Empirical Study on Influencing Factors of Participation Intention in Pension Service Finance Based on TPB/TAM:Taking the Urban Residents of Jinan City as an Example

基于计划行为理论和技术接受模型,对城市居民养老服务金融参与意向进行研究,构建养老服务金融参与意向的结构方程模型,揭示影响城市居民养老服务金融参与意向的关键因素及其机理;采用问卷调查法,搜集986份有效样本数据进行实证分析。结果表明,感知行为控制、主观规范、感知易用性和感知有用性正向影响城市居民参与养老服务金融的意向,感知风险负向影响济南市城市居民参与养老服务金融的意向,初始信任在用户感知易用性、感知有用性正向影响养老服务金融行为意向的关系中具有显著的中介效应。

Based on the theory of planned behavior and the technology acceptance model,this paper studies the intention of urban residents to participate in pension service finance,constructs a structural equation model of participation intention in pension service finance,and reveals the key factors influencing the intention of urban residents to participate in pension service finance and the influence mechanism.Using the questionnaire survey method,this study collects 986 pieces of valid sample data for empirical analysis.The results show that perceived behavioral control,subjective norm,perceived ease of use,and perceived usefulness positively influence urban residents’intention to participate in pension service finance,while the perceived risk exerts a negative influence.Initial trust has a significant mediating effect on the positive influence of users’perceived ease of use and perceived usefulness on participation intention in pension service finance.