支付宝持续使用行为形成机理:一个整合模型与实证研究  

Understanding Consumer Continuance Intention of Alipay:An Integrated Model and Empirical Study

作　　者：吴金南 黄丽华[2] WU Jinnan;HUANG Lihua(School of Business,Anhui University of Technology,Ma'anshan 243032,China;School of Management,Fudan University,Shanghai 200443,China)

机构地区：[1]安徽工业大学商学院,马鞍山243032 [2]复旦大学管理学院,上海200443

出　　处：《信息系统学报》2019年第1期1-14,共14页China Journal of Information Systems

基　　金：国家自然科学基金项目(71371013);安徽省哲学社会科学规划项目(AHSKY2016D16);安徽省教育厅人文社会科学重点项目(SK2016A0151).

摘　　要：同于以往文献基于期望确认理论将用户满意作为预测信息技术持续使用的关键因素,本文基于网络外部性理论、后悔理论和习惯理论,构建了一个以支付宝为研究情境的整合分析模型,用于理解移动支付用户持续使用行为的形成机理。实证结果表明,在控制替代品吸引力和用户信任影响的前提下,用户持续使用意图受到支付宝的用户规模、感知重要性和体验后悔的影响,并且这种影响是通过培养用户习惯实现的;体验后悔作为消极情绪体验可以直接降低用户持续使用意图。研究结论是对期望确认理论的补充和完善,为移动支付持续使用研究提供了新视角。Unlike prior studies focusing on the role of user satisfaction in determining information technologies continuance based on the expectation confirmation theoiy(ECT),in order to deeply understand consumer continuance intention of m-payment,this study developed a comprehensive framework in the context of Alipay by integrating the network externality theory,the regret theory and the habit theory.Empirical results show that after controlling the effects of alternatives attractiveness and trust in m-payment,consumer continuance use intention of Alipay can be predicted by Alipay user size,perceived importance and experienced regret,and that these effects are achieved through the mediating role of user habit.Also,experienced regret(a negative emotional experience)is negatively related to continuance intention of Alipay.This study not only complements and improves the ECT,also provides insights to m-payment continuance research.

关 键 词：网络外部性 后悔 习惯 持续使用意图 替代品吸引力 

分 类 号：C931.6[经济管理—管理学]