微信支付消费者使用意愿影响因素实证分析——基于UTAUT和SEM理论  

作　　者：段世霞[1] 袁姗花 

机构地区：[1]郑州大学管理工程学院

出　　处：《企业经济》2017年第6期29-36,共8页Enterprise Economy

基　　金：国家自然科学基金项目"大数据环境下远程医疗质量影响因素及评价模型研究"(项目编号:71673254);河南省重大科技专项"基于远程医疗云平台的医疗健康大数据分析系统构建与示范应用"(项目编号:151100310800)

摘　　要：移动支付终端时代的到来和庞大的微信用户群,促进了微信支付的迅速崛起。然而,与其相对的是较少的微信支付用户数。为获知微信支付使用影响因素,基于消费者视角构建使用意愿模型(UTAUT),采用问卷调查法获取数据信息,运用Bayesian法进行变量关系分析。研究表明:个人特征对微信支付消费者使用意愿存在显著的直接影响,感知风险对微信支付消费者使用意愿存在显著的负向影响,接受准备对微信支付消费者使用意愿存在显著的正向影响,感知风险和接受准备在模型中存在显著的中介调节作用。最后,有针对性地提出了依据消费者特征采取构建安全堡垒、扩大宣传、增加娱乐性、细分市场、开发农村市场并借鉴其他行业营销策略等措施,旨在促进微信支付满意度和使用率的提升。The era of mobile payment and the large group of We-Chat users promote We-Chat payment rise rapidly, but the corre-sponding number of We-Chat payment users is rather small. In order to know the factors that effect We-Chat payment, this paper constructs a UTAUT usage intention from the view of consumers, adopts questionnaire method to obtain the needed data, applies the Bayesian to analyze the potential relationship of the data. The results show： personal characteristics have significantly direct effects on usage intention of We-Chat payment; perceived risk has significantly negative effects on usage intention of We-Chat payment; adoption readiness has significantly positive effects on usage intention of We-Chat payment; perceived risk and adoption readiness has significant mediation effect in the model path. Finally, it puts forward some countermeasures to enhance the improvement of We-Chat payment satisfaction and utilization rate of consumers.

关 键 词：微信支付 感知风险 接受准备 BAYESIAN 

分 类 号：F724.6[经济管理—产业经济] F224.0