基于跨渠道的消费者移动支付采纳研究  

Mobile payment services adoption: From the cross-environment perspective

作　　者：杨水清[1] 鲁耀斌[1] 曹玉枝[1] 

机构地区：[1]华中科技大学管理学院,湖北武汉430074

出　　处：《科研管理》2011年第10期79-88,共10页Science Research Management

基　　金：国家自然科学基金:消费者信任转移机理研究-从电子商务到移动商务(70971049)起止时间2010.1-2012.12;国家自然科学基金重点项目:移动商务基础理论与技术方法研究(70731001);起止时间2008.1-2011.12国家自然科学基金:NSFC/RGC项目(71061160505);中国移动通信集团湖北移动有限公司TD-SCDMA联合创新实验室

摘　　要：随着越来越多的电子支付企业开始进入移动支付市场,移动支付的用户采纳成为学界和业界的关注热点。实证研究了用户的互联网支付信任对其移动环境下的移动支付初始信任的影响以及用户信任、正效用和负效用因素对移动支付使用意向的影响。通过对374位支付宝用户的数据收集与分析,结果显示,用户的互联网支付信任显著影响其移动环境下的移动支付初始信任,且对移动环境下的三条关键路径存在间接影响,而移动支付初始信任则通过提高感知相对优势和降低感知风险对用户使用意向施加了双重影响。As electronic payment companies increasingly enter into the market of mobile payments,consumer acceptance with the mobile payments has become a hot topic among the theorists and practitioners.The impact of consumers＇ Internet payment trust on their initial trust in the mobile payments is empirically investigrted.It is also examined how these trust beliefs might interact with other factors and affect consumers＇ adoption of mobile payments.By using survey data collected from 374 Internet Ailpay users,the results indicate that consumers＇ Internet payment trust not only directly affected their mobile payments initial trust,but also indirectly influenced three key paths in the mobile environment.Moreover,mobile payment initial trust directly and indirectly affects the consumers＇ adoption intention in combination with perceived risk and perceived relative advantage furthermore.

关 键 词：移动支付采纳 信任转移 效价理论 跨渠道 感知风险 相对优势 

分 类 号：F272.3[经济管理—企业管理]