基于TAM/TPB整合模型的虚拟货币支付行为实证研究  

The Empirical Research about Virtual Currency Paying Behaviors Based on TAM/TPB Model

作　　者：赵勍升[1] 王晓东[2] 

机构地区：[1]广东金融学院工商管理系,广东广州510521 [2]暨南大学经济学院,广东广州510632

出　　处：《预测》2013年第3期55-59,共5页Forecasting

基　　金：教育部青年基金资助项目(11YJC630212);博士后基金资助项目(2012M511878);广东金融学院校级基金资助项目(12XJ01-01)

摘　　要：本文在计划行为理论、技术接受行为的理论基础上,实证分析了虚拟货币支付的行为结构,发现:信任通过技术有用性/技术易用性两个中介变量作用于行为意向;主观规范对信任、感知行为控制的影响力的发挥具有调节能力。得出结论:虚拟货币支付行为是一种复合行为,内涵了使用动机的计划理性,内涵了对网络技术的学习和操作,也内涵了对货币价值的判断。这种复合行为结构模式为虚拟货币宏观制度的制定提供了基于微观视角的证据和建议。Based on the theory of TAM ＆ TPB, this article empirically analyses the behavioral structure of purchasing with virtual currency. The results show that trust influences the intention of transaction through mediator which includes perceived usefulness and perceived ease of use. It also indicates that subjective norm can adjust the effectiveness of trust and perceived behavior control. The conclusion is that virtual currency purchasing is a compound behavior which includes planning, learning of information technology and the judgement of currency value. This compound behavior offers microcosmic evidences and suggestions to the construction of macroscopical virtual currency institution.

关 键 词：虚拟货币 行为 TAM TPB 

分 类 号：F713.55[经济管理—市场营销]