本文選題：移動支付　切入點：使用意愿　出處：《北京交通大學》2017年碩士論文　論文類型：學位論文

【摘要】：近年來,電子商務飛速發(fā)展,手機滲透率不斷升高,智能手機在人們生活中變得愈加重要,移動支付產業(yè)隨之興起并迅速發(fā)展,傳統(tǒng)的基于PC終端的電子商務模式開始被基于移動終端的移動電子商務模式替代,大眾生活逐漸走向"移動化"。在我國,移動支付的起步較晚,網上銀行、手機銀行的概念在進入21世紀后才開始相繼出現(xiàn),現(xiàn)階段公眾對于移動支付的認識僅僅停留在了解階段;同時,我國擁有數(shù)量龐大的手機網民群體,在發(fā)展移動支付方面具有無可比擬的巨大優(yōu)勢。因此,探尋制約用戶使用移動支付的諸多因素對于普及移動支付方式、增強用戶粘性具有非常重要的現(xiàn)實意義。本研究以消費者視角為基礎對移動支付用戶使用意愿進行研究。文章首先對國內外相關學者的研究進行總結,將技術接受模型(TAM)作為研究模型的主框架,將創(chuàng)新擴散理論與感知風險理論融入理論模型,確定了以感知有用性、感知易用性、兼容性、消費者創(chuàng)新性以及感知風險因素為直接影響因素的理論模型,同時考慮到不同性別、年齡的用戶人群對移動支付的接受能力問題,因此筆者將人口統(tǒng)計因素加入用戶使用意愿影響因素模型中,探討其與模型中各影響因素的作用關系,整理后得到論文的最終模型框架并對各因素之間的相關關系做出假設。隨后,文章根據(jù)理論模型確定測量指標與測量量表,形成調查問卷,使用滾雪球法在各社交網絡平臺(微信、QQ、豆瓣等)對調查問卷進行大規(guī)模發(fā)放,最后對回收數(shù)據(jù)進行分析。本文使用SPSS軟件對每條影響路徑進行相關分析、方差分析等,以驗證變量間關系,最終找出對用戶使用意愿影響顯著的因素。最后筆者基于決策樹理論,以用戶使用意愿為預測變量,使用SPSS Modeler軟件對影響用戶移動支付使用意愿的各因素進行決策樹分析,得出決策樹模型與關聯(lián)規(guī)則,形成可讀性較強的分類規(guī)則,最終實現(xiàn)對使用意愿的判斷預測。最后,本文根據(jù)驗證模型結果從不同角度探究用戶使用行為的出發(fā)點及作用機制,從運營商的角度思考如何提高用戶的移動支付業(yè)務使用意愿并提出相關意見和建議。
[Abstract]:In recent years, with the rapid development of electronic commerce and the increasing penetration of mobile phones, smart phones have become more and more important in people's lives, and the mobile payment industry has been rising and developing rapidly. The traditional electronic commerce mode based on PC terminal has been replaced by the mobile electronic commerce mode based on mobile terminal. In 21th century, the concept of mobile banking began to appear one after another. At this stage, the public's understanding of mobile payment is only at the stage of understanding. At the same time, China has a large number of mobile phone users. Mobile payment has unparalleled advantages in the development of mobile payment. Therefore, exploring the factors that restrict users to use mobile payment is of great importance to the popularization of mobile payment. It is of great practical significance to enhance user stickiness. This study is based on the consumer perspective to study the user's willingness to use mobile payment. Firstly, this paper summarizes the research of domestic and foreign scholars. The technology acceptance model (TAM) is taken as the main frame of the research model, and the innovation diffusion theory and the perceived risk theory are integrated into the theoretical model to determine the perception of usefulness, perceived usability, compatibility. A theoretical model of consumer innovation and perceived risk factors as direct factors, taking into account the receptivity of users of different genders and ages to mobile payments. Therefore, the author adds demographic factors to the model of influencing factors of user's willingness to use, and probes into the relationship between them and the influencing factors in the model. After finishing, the final model framework of the paper is obtained and the correlation among the factors is hypothesized. Then, according to the theoretical model, the measurement index and the measurement scale are determined, and the questionnaire is formed. Using snowball method to distribute the questionnaire on various social network platforms (WeChat QQ, Douban, etc.), and finally to analyze the recovery data. This paper uses SPSS software to analyze each influence path, such as correlation analysis, variance analysis, etc. In order to verify the relationship between variables, finally find out the factors that have a significant impact on the user's willingness to use. Finally, based on the decision tree theory, the author takes the user's willingness to use as the predictive variable. The decision tree model and association rules are obtained by using SPSS Modeler software to analyze the factors that affect the user's willingness to use mobile payment, and the classification rules with strong readability are formed. Finally, the judgment and prediction of the user's willingness to use are realized. Finally, the decision tree model and the association rules are obtained. According to the results of the verification model, this paper explores the starting point and mechanism of user's use behavior from different angles, considers how to improve the user's willingness to use mobile payment service from the point of view of the operator, and puts forward some relevant opinions and suggestions.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F274;F832.2

【引證文獻】

相關期刊論文 前2條

1 李sヤ，

本文編號：1619463