第三方网上支付使用意愿及其影响因素的实证研究

【作者】 郭胜男；

【导师】 钱敏；

【作者基本信息】 南京理工大学 ， 企业管理， 2012， 硕士

【副题名】以支付宝为例

【摘要】 随着电子商务和网络购物的发展,作为电子商务中主要支付手段的第三方网上支付逐渐受到消费者的青睐,其中,支付宝的被接受程度尤为可观。因此,学术界掀起了一股研究关于第三方网上支付的热潮。过去,学者对第三方网上支付的研究主要在于：安全问题、诚信问题、法律监管问题、资金沉淀问题、盈利问题等。近几年来,部分学者也逐渐对其使用意愿的影响因素产生兴趣,但研究结果尚不成熟。有关互联网新技术的采纳问题研究结果表明,感知有用性、感知易用性、主观规范、消费者创新性、感知服务质量、感知风险、信任等因素对消费者的使用意愿具有一定的影响。然而,在第三方网上支付环境下,影响新技术采纳的因素是否依旧影响第三方网上支付的使用意愿仍有待验证。因此,本文旨在探讨影响消费者使用第三方网上支付工具的因素及影响程度,并以占领第三方网上支付领域半壁江山的支付宝为例。本研究在过去相关研究的理论基础上,详细分析了第三方网上支付相关理论和消费者行为路径相关理论,结合感知风险相关理论和服务质量相关理论,在科技创新理论的基础上加入了感知风险、服务质量、消费者创新性、信任和主观规范这五个因子,试图从感知有用性、主观规范、消费者创新性、感知服务质量、感知风险、消费者的信任这几个方面研究对第三方网上支付使用态度和使用意愿的影响。本研究以支付宝为例,对提出的概念模型进行实证验证,结果表明：感知有用性、主观规范、消费者创新性、服务质量和消费者的信任这些因素对消费者的使用意愿具有正向影响,影响力从大到小依次为：主观规范、信任、消费创新性、感知服务质量和感知有用性。此外,消费者的不同年龄和不同每月可支配收入也在使用意愿上存在明显差异性。最后,本研究通过对支付宝的使用意愿及其影响因素进行分析和实证研究,提出了一些促进我国第三方网上支付平台发展的个人建议。更多还原

【Abstract】 With the development of e-commerce and online shopping, as the main payment means of e-commerce, the third-party online payment is accepted by consumers, among which the acceptance of Alipay is particularly impressive. Therefore it sets off a wave of consumer’s payment behavior research in academia. Research on the third-party online payment is about these repects:security issues, intergrity issues, legal and regulatory issues, funding precipitation and profitability issues. In recent years, some schoolars are gradually interested in willingness factors, but the results are not mature. Adoption research of new technology on the Internet in the past had discovered that perceived usefulness, subjective norms, consumer innovation, service quality, perceived risk, trust and other factors have an impact on consumers’ willingness to use. So, in the third-party online payment environment, whether these findings are applicable is to be proved. Therefore, this paper is to study the willingness to use and the influencing factors in the third-party online payment environment, and take the Alipay for example.In this study, based on the theory of the past, it analysis the third-party online payment related theories and the theories of consumer behavior path in details. The paper combines the theory of perceived risk and the quality of service. On the basis of the theory of technological innovation it adds the perceived risk, quality of service, consumer innovation, trust and subjective norm, trying to study third-party online payment attitude and willingness to use from the aspects of perceived ease of use, perceived usefulness, subjective norms, consumer innovation, service quality, perceived risk, trus. Taking Alipay as an example to validate the proposed conceptual model, the results show that:perceived usefulness, subjective norm, consumers innovative, service quality and trust have positive impact on the intention to use, the impact of factors beginning from the largest to the smallest is:subjective norms, trust, consumer innovative, service quality and perceived usefulness. In addition, different ages and monthly disposable income is also different in the intention to use.Finally, the study takes the willingness to use Alipay’s impact factors as an example, making a number of recommendations on the development of third-party online payment.更多还原