手机移动支付的价值接受度模型及实证  

Value-based adoption model of mobile payment and empirical research

作　　者：朱阁[1] 敖山[2] 戴建华[3] 李忱[1] 

机构地区：[1]北京信息科技大学信息管理学院,北京100192 [2]北京大学教育学院,北京100871 [3]中国传媒大学媒体管理学院,北京100024

出　　处：《北京信息科技大学学报（自然科学版）》2011年第1期42-48,共7页Journal of Beijing Information Science and Technology University

基　　金：国家自然科学基金项目(71001009);北京市高校学术创新团队建设计划项目(PHR201106133);北京市教委科技发展计划面上项目(KM201110772008)

摘　　要：通过社会调查方法和结构方程模型,采用改进的价值接受度模型(VAM)对手机移动支付的用户接受度进行了实证。结果表明,作为正向价值的功能价值和建立社会价值是影响用户对手机移动支付态度的主要因素,而感知风险和费用负向影响用户态度。After Internet payment, mobile payment has become a new online payment method as it is more convenient, efficient and faster. Although mobile payment has been widely accepted and adopted by mobile phone users in some countries, business of mobile payment still in China, lies in the starting stage. Through the method of social investigation and structure equation model, an improved value - based adoption model （VAM） is employed to empirical study on mobile payment users＇ acceptability. Results indicate that perceived functional value and social value are the major factors of users＇ adoption of mobile payment, and perception of risk and fee are important negative influence factors of users＇ attitude.

关 键 词：价值接受度 移动支付 感知风险 移动商务 

分 类 号：C931[经济管理—管理学]