本文關(guān)鍵詞： 移動支付 使用意愿 創(chuàng)新擴(kuò)散 作用機(jī)制 推廣建議　出處：《東華大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展以及3G時(shí)代下與移動通信技術(shù)的融合創(chuàng)新，移動終端設(shè)備如手機(jī)、PDA、掌上電腦等的應(yīng)用市場迅猛增長，移動支付應(yīng)用而生。作為21世紀(jì)一種新型的支付方式，移動支付以其獨(dú)特的載體和支付方式為消費(fèi)者提供了傳統(tǒng)支付方式所不具備的便捷。我國擁有世界上最大的移動終端用戶群，蘊(yùn)藏著巨大的市場潛力。然而，相比于其他一些國家，移動支付在我國還尚未得到普及推廣，移動支付還未成為消費(fèi)者的一種行為習(xí)慣。因此，研究移動支付在推廣過程中受到的影響因素及其作用機(jī)制，對我國移動支付的成功推廣具有重要意義。 與我們?nèi)粘Ｉ钪械钠渌Ц缎问揭粯樱苿又Ц兑矔婕暗劫I賣雙方、交換介質(zhì)和一些特定的執(zhí)法部門，也即：消費(fèi)者、商家、金融機(jī)構(gòu)和支付網(wǎng)關(guān)。而移動支付的推廣成功與否，最終是看消費(fèi)者對其的使用意愿，因此，本論文站在消費(fèi)者的角度，采用理論分析與實(shí)證研究相結(jié)合的方法探討了移動支付在推廣過程中消費(fèi)者使用意愿的影響因素及其作用機(jī)制。首先，依據(jù)Rogers提出的創(chuàng)新推廣及其四要素和新事物被采用推廣的創(chuàng)新特征：相對優(yōu)越性、復(fù)雜性、兼容性，結(jié)合傳播理論及其他相關(guān)文獻(xiàn)的分析，初步確定本論文的理論模型；通過訪談專家及受試訪談修改影響因素，，得出預(yù)試問卷分析量表；用SPSS17.0對預(yù)調(diào)查問卷檢驗(yàn)，刪除不合理題項(xiàng)并修改調(diào)整，得到正式問卷；用AMOS17.0和SPSS17.0對正式問卷展開實(shí)證分析，探討相關(guān)因素對消費(fèi)者（持續(xù)）使用意愿的影響程度，同時(shí)分析了這些因素是如何對消費(fèi)者使用意愿產(chǎn)生影響的；最后站在移動支付服務(wù)提供商的角度提出了相應(yīng)的推廣策略。 本論文的貢獻(xiàn)之處在于： （1）以創(chuàng)新推廣理論為理論支撐的基礎(chǔ)上結(jié)合貝羅傳播理論，從移動支付服務(wù)特點(diǎn)、消費(fèi)者自身以及外部因素著手，結(jié)合對相關(guān)金融機(jī)構(gòu)的深度訪談，構(gòu)建了本論文的研究模型，提高了論文模型的說服力； （2）本論文的調(diào)研對象是常居中國的手機(jī)網(wǎng)民。同時(shí)，不僅對消費(fèi)者使用意愿進(jìn)行了研究，還分析了消費(fèi)者持續(xù)使用移動支付服務(wù)意愿的影響因素，使論文研究更加全面； （3）本論文還就這些因素是如何對消費(fèi)者的使用意愿產(chǎn)生影響做了簡單分析，揭示了消費(fèi)者產(chǎn)生意愿的心理過程，為相關(guān)課題研究提供了一個(gè)新的視角。
[Abstract]:With the development of Internet technology and the integration and innovation of mobile communication technology in 3G era, the application market of mobile terminal devices such as PDAs and PDAs is growing rapidly. Mobile payment applications. As a new payment method in 21th century. Mobile payment, with its unique carrier and payment method, provides consumers with convenience that the traditional payment method does not have. Our country has the largest mobile terminal user group in the world, which contains huge market potential. Compared with other countries, mobile payment in China has not yet been popularized, mobile payment has not become a behavior habit of consumers. It is of great significance to study the influencing factors and the mechanism of mobile payment in the process of popularization. Like other forms of payment in our daily life, mobile payments involve buyers and sellers, exchange media and specific law enforcement agencies, that is, consumers, merchants. Financial institutions and payment gateways. And the success of mobile payment ultimately depends on the consumer's willingness to use it. Therefore, this paper stands in the perspective of consumers. Using the method of theoretical analysis and empirical research, this paper discusses the influencing factors and the mechanism of consumer's willingness to use mobile payment in the process of promotion. According to the innovation extension proposed by Rogers and its four elements and the innovative characteristics of being adopted and popularized by new things: relative superiority, complexity, compatibility, analysis of communication theory and other related literature. The theoretical model of this paper is preliminarily determined. By interviewing experts and revising the influencing factors, the pre-test questionnaire analysis scale is obtained. Using SPSS17.0 to check the pre-survey questionnaire, the unreasonable items are deleted and adjusted, and the formal questionnaire is obtained. AMOS17.0 and SPSS17.0 were used to analyze the formal questionnaire to explore the impact of relevant factors on the consumer's (sustained) willingness to use. At the same time, it analyzes how these factors affect consumers' willingness to use. Finally, from the point of view of mobile payment service provider, the corresponding promotion strategy is put forward. The contributions of this thesis are as follows: 1) based on the theory of innovation and extension, combined with the theory of Belo communication, from the characteristics of mobile payment services, consumers themselves and external factors, combined with in-depth interviews with relevant financial institutions. The research model of this paper is constructed and the persuasiveness of the model is improved. The research object of this thesis is the mobile phone users who often live in China. At the same time, not only the consumer's willingness to use the mobile payment service is studied, but also the influencing factors of consumers' willingness to use mobile payment services continuously are analyzed. Make the thesis research more comprehensive; 3) this paper also makes a brief analysis on how these factors affect consumers' willingness to use, reveals the psychological process of consumers' willingness to use, and provides a new perspective for the research of related topics.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F832.2

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