【摘要】：移動(dòng)支付終端時(shí)代的到來和龐大的微信用戶群,促進(jìn)了微信支付的迅速崛起。然而,與其相對(duì)的是較少的微信支付用戶數(shù)。為獲知微信支付使用影響因素,基于消費(fèi)者視角構(gòu)建使用意愿模型(UTAUT),采用問卷調(diào)查法獲取數(shù)據(jù)信息,運(yùn)用Bayesian法進(jìn)行變量關(guān)系分析。研究表明:個(gè)人特征對(duì)微信支付消費(fèi)者使用意愿存在顯著的直接影響,感知風(fēng)險(xiǎn)對(duì)微信支付消費(fèi)者使用意愿存在顯著的負(fù)向影響,接受準(zhǔn)備對(duì)微信支付消費(fèi)者使用意愿存在顯著的正向影響,感知風(fēng)險(xiǎn)和接受準(zhǔn)備在模型中存在顯著的中介調(diào)節(jié)作用。最后,有針對(duì)性地提出了依據(jù)消費(fèi)者特征采取構(gòu)建安全堡壘、擴(kuò)大宣傳、增加娛樂性、細(xì)分市場(chǎng)、開發(fā)農(nóng)村市場(chǎng)并借鑒其他行業(yè)營銷策略等措施,旨在促進(jìn)微信支付滿意度和使用率的提升。
[Abstract]:The advent of mobile payment terminals and a large number of WeChat users have contributed to the rapid rise of WeChat Pay. In contrast, however, there are fewer WeChat Pay users. In order to know the influencing factors of WeChat Pay use, the model of willingness to use was constructed from the perspective of consumers. The questionnaire survey was used to obtain the data information, and the Bayesian method was used to analyze the relationship between variables. The results show that: personal characteristics have a significant direct impact on WeChat Pay consumers' willingness to use, perceived risk has a significant negative impact on WeChat Pay consumers' willingness to use. There is a significant positive effect of acceptance preparation on WeChat Pay consumers' willingness to use, and perceived risk and acceptance readiness have significant mediating role in the model. Finally, according to the characteristics of consumers, the paper puts forward some measures, such as constructing safety fortress, expanding propaganda, increasing entertainment, subdividing market, developing rural market and drawing lessons from other industries' marketing strategies, etc. Aims to promote WeChat Pay satisfaction and usage.
【作者單位】： 鄭州大學(xué)管理工程學(xué)院;
【基金】：國家自然科學(xué)基金項(xiàng)目“大數(shù)據(jù)環(huán)境下遠(yuǎn)程醫(yī)療質(zhì)量影響因素及評(píng)價(jià)模型研究”(項(xiàng)目編號(hào):71673254) 河南省重大科技專項(xiàng)“基于遠(yuǎn)程醫(yī)療云平臺(tái)的醫(yī)療健康大數(shù)據(jù)分析系統(tǒng)構(gòu)建與示范應(yīng)用”(項(xiàng)目編號(hào):151100310800)
【分類號(hào)】：F713.55;F724.6;F832.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 陳潔;朱小棟;;基于UTAUT和ITM整合視角的微信支付用戶使用行為影響因素研究[J];現(xiàn)代情報(bào);2015年04期

2 楊，

本文編號(hào)：2365422