消费者使用移动支付购买旅游产品意愿的实证研究——基于技术接受模型与计划行为理论模型  

An Empirical Study on Consumers' Intention of Buying Tourism Products with Mobile Payments——An Integration Model of TAM and TPB

作　　者：郭英之 李小民 Guo Yingzhi;Li Xiaomin

机构地区：[1]复旦大学旅游学系

出　　处：《四川大学学报（哲学社会科学版）》2018年第6期159-170,共12页Journal of Sichuan University：Philosophy and Social Science Edition

基　　金：国家社会科学基金重大项目"推动文化产业成为国民经济支柱性产业的战略层面及支撑体系研究"(12&ZD024);国家自然科学基金"基于旅游感知的旅游业发展对目的地居民生活质量影响的实证研究"(71073029);"基于农业旅游目的地的旅游客源忠诚度区域差异实证研究"(71373054)

摘　　要：随着移动设备使用量增加、移动网络升级,旅游电商企业面临机遇与挑战。一方面移动支付能创造在销售及管理方面的创新,另一方面缺乏对消费者使用移动支付购买旅游产品信息的反馈。基于技术接受模型与计划行为理论,建立针对理论模型相关潜变量组合而成的研究模型,利用结构方程建模分析消费者购买意愿,发现使用态度、感知易用性、感知有用性、感知配合度、主观规范、个体移动性是影响使用意愿的重要因素。未来旅游者将会更多地使用移动支付来购买旅游产品,旅游企业应在加强支付安全环境的前提下,利用调研深入了解消费者支付习惯和方式,通过提升应用和网页操作便捷性,丰富移动操作功能,实现企业的新零售创新。This study categorizes and compares research literatures which mainly study issues of mobile payments and development.It is found that mobile payments are closely related to thedaily life of people around the world.By expounding the concept and development of Technology Acceptance Model and Theory of Planned Behavior,a research model is established based on the combination of related latent variables of the theoretical model.Perceived usefulness,perceived ease of use,perceived compatibility,individual mobility,subjective norms,attitude towards use and intention to use are vital influence factors in the process of using mobile payments,via structural equation modeling analysis.In terms of tourists frequent use of mobile payments to purchase tourism products in the future,tourism enterprises should strengthen the security environment of payments.Moreover,enterprises ought to make use of research to have a deep understanding of consumers payment habits and methods,and enrich the mobile operation functions to realize new retail innovation of enterprises by improving the convenience of applications and website for tourists.

关 键 词：移动支付 旅游产品 购买意愿 技术接受模型 计划行为理论 

分 类 号：F592.68[经济管理—旅游管理]