本文關(guān)鍵詞： 移動(dòng)支付 影響因素 感知價(jià)值 偏最小二乘法 雙路徑模型　出處：《南昌大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)的快速發(fā)展,移動(dòng)支付已然在人們生活中扮演著重要的角色,吃、穿、住、行、娛等費(fèi)用都可通過移動(dòng)支付來解決,人們的生活逐漸進(jìn)入便利化時(shí)代。移動(dòng)支付作為新時(shí)代的產(chǎn)物,推動(dòng)了一場(chǎng)新的商業(yè)革命,我國(guó)的移動(dòng)支付的發(fā)展雖然不及歐美發(fā)達(dá)國(guó)家,但我國(guó)移動(dòng)支付服務(wù)發(fā)展空間巨大,其發(fā)展的進(jìn)程受到整個(gè)世界的關(guān)注。對(duì)消費(fèi)者而言,具有做出對(duì)移動(dòng)支付使用的主動(dòng)選擇權(quán),而對(duì)移動(dòng)支付開發(fā)商和運(yùn)營(yíng)商而言,了解消費(fèi)者對(duì)產(chǎn)品的使用意愿影響因素是產(chǎn)品營(yíng)銷成功的關(guān)鍵。首先,通過大量相關(guān)文獻(xiàn)的學(xué)習(xí),結(jié)合ELM模型(精細(xì)加工可能性模型)理論,將感知價(jià)值分為兩個(gè)子變量,分別是中樞感知價(jià)值和邊緣感知價(jià)值,在模型中中樞感知價(jià)值和邊緣感知價(jià)值是二階潛變量,另外我們將以往的態(tài)度變量換成態(tài)度的二元變量情感反應(yīng)和認(rèn)知反應(yīng),作為感知價(jià)值與使用意愿的中介變量,構(gòu)成了具有中樞路徑和邊緣路徑的雙路徑模型進(jìn)行移動(dòng)支付使用意愿影響因素的探討。其次,在相關(guān)研究的基礎(chǔ)上,提出模型的若干假設(shè),設(shè)計(jì)關(guān)于本文研究的問卷;最后,通過收集有效數(shù)據(jù),利用SPSS19.0和Smartpls2.0軟件進(jìn)行數(shù)據(jù)的實(shí)證分析。通過研究發(fā)現(xiàn),感知易用性、感知有用性正向顯著影響中樞感知價(jià)值;感知風(fēng)險(xiǎn)性負(fù)向顯著影響中樞感知價(jià)值;服務(wù)兼容性、社會(huì)影響正向顯著影響邊緣感知價(jià)值;中樞感知價(jià)值和邊緣感知價(jià)值都正向顯著影響情感反應(yīng)和認(rèn)知反應(yīng),而中樞感知價(jià)值比邊緣感知價(jià)值對(duì)情感反應(yīng)和認(rèn)知反應(yīng)的影響大;情感反應(yīng)和認(rèn)知反應(yīng)均正向顯著影響使用意愿,而且認(rèn)知反應(yīng)對(duì)使用意愿的影響要比情感反應(yīng)對(duì)使用意愿的影響更大。然而感知娛樂性對(duì)中樞感知價(jià)值無顯著影響,個(gè)體創(chuàng)新對(duì)邊緣感知價(jià)值無顯著影響。通過實(shí)證研究得到的結(jié)果,為移動(dòng)支付企業(yè)提出建議:(1)強(qiáng)化企業(yè)間合作,拓寬產(chǎn)品業(yè)務(wù)面;(2)注重宣傳工作,創(chuàng)造良好口碑;(3)降低用戶成本,提高核心技術(shù);(4)布局優(yōu)勢(shì)商業(yè)特征,提高用戶感知價(jià)值;(5)降低系統(tǒng)風(fēng)險(xiǎn),建立應(yīng)急機(jī)制。
[Abstract]:With the rapid development of the Internet, mobile payment has played an important role in people's life, food, clothing, housing, transportation, entertainment and other expenses can be solved by mobile payment. Mobile payment, as a product of the new era, has promoted a new business revolution, although the development of mobile payment in China is not as good as that of developed countries in Europe and America. However, the development of mobile payment services in China has a huge space of development, and the process of its development has attracted the attention of the whole world. For consumers, there is an active option to make use of mobile payment. For mobile payment developers and operators, understanding the consumer's willingness to use the product is the key to success in product marketing. First, through a large number of relevant literature learning. Combined with the theory of ELM model (fine processing possibility model), the perceived value is divided into two subvariables, namely central perceptual value and edge perceptual value. In the model, the central perceptual value and the marginal perceptual value are second-order latent variables. In addition, we change the previous attitude variables into the attitude binary variables, emotional response and cognitive response. As an intermediary variable of perceived value and willingness to use, it constitutes a two-path model with central path and marginal path to explore the factors affecting the willingness to use mobile payment. Secondly, on the basis of relevant research. Put forward some hypotheses of the model and design the questionnaire about this paper; Finally, through the collection of effective data, using SPSS19.0 and Smartpls2.0 software to carry out empirical analysis of the data. Through the research found, perception is easy to use. Perceived usefulness positively significantly affected the central perception value; Perceived risk negatively affected the central perception value; Service compatibility, social impact positively significantly affect marginal perceived value; Both central perceptual value and marginal perceptual value positively affect emotional response and cognitive response, while central perceptual value has more influence on emotional response and cognitive response than marginal perceived value. Both affective and cognitive responses significantly affected the willingness to use. Moreover, cognitive response has more influence on the intention to use than emotional response on the willingness to use. However, perceived entertainment has no significant effect on the perceived value of the central nervous system. Individual innovation has no significant effect on edge perceived value. Through the results of empirical research, this paper puts forward some suggestions for mobile payment enterprises to strengthen inter-firm cooperation and broaden the scope of product business. 2) pay attention to publicity work and create good word of mouth; Reduce user cost and improve core technology; (4) layout advantage commercial characteristic, raise user perception value; Reduce system risk and establish emergency mechanism.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F832.2

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