本文關(guān)鍵詞： 移動理財平臺 用戶流失意愿 滿意度 使用習(xí)慣　出處：《南京大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著個人可支配收入的大幅度增長以及移動智能終端的大規(guī)模普及,大眾的個人理財需求日漸增強,這一時代背景為移動理財行業(yè)的進一步發(fā)展奠定了堅實的基礎(chǔ),行業(yè)發(fā)展?jié)摿ψ圆谎远�。近年�?以支付寶、螞蟻聚寶、手機銀行為代表的各種移動理財應(yīng)用層出不窮,在促進平臺發(fā)展的同時,也大大加劇了行業(yè)內(nèi)部的激烈競爭。此外,鑒于新客的拉動成本遠高于老客維護,因此筆者緊扣時代熱點,致力于移動理財觀念的社會化普及、移動理財平臺功能的日漸完善、移動理財平臺所屬企業(yè)的長期發(fā)展,從用戶流失的研究視角出發(fā),深入探討了移動理財平臺用戶流失意愿的影響因素及其因果關(guān)聯(lián),并據(jù)此構(gòu)建了相應(yīng)的假設(shè)模型,以補充國內(nèi)相關(guān)主題領(lǐng)域的實證研究成果,為后續(xù)研究的開展提供一些參考與借鑒。本文基于文獻調(diào)研法,對移動理財平臺用戶流失意愿的諸多影響因素進行整合歸納。在國內(nèi)外經(jīng)典理論和現(xiàn)有文獻成果的基礎(chǔ)上,合理推導(dǎo)相關(guān)研究假設(shè),并據(jù)此構(gòu)建了包括服務(wù)質(zhì)量、企業(yè)形象、感知易用性、平臺安全、滿意度、用戶粘性、使用習(xí)慣、用戶流失意愿8個變量在內(nèi)的移動理財平臺用戶流失意愿假設(shè)模型。隨后在339份有效數(shù)據(jù)樣本的支持下,采用問卷調(diào)查法、相關(guān)分析、回歸分析、中介性檢驗等研究方法驗證所提假設(shè),研究結(jié)果表明:1、服務(wù)質(zhì)量、企業(yè)形象、感知易用性以及平臺安全對移動理財平臺用戶滿意度具有顯著的正向影響;2、移動理財平臺用戶滿意度對使用習(xí)慣、用戶粘性具有顯著的正向影響;3、用戶粘性、使用習(xí)慣、用戶滿意度對移動理財平臺用戶流失意愿具有顯著的負(fù)向影響;4、用戶粘性、使用習(xí)慣在滿意度與移動理財平臺用戶流失意愿之間將產(chǎn)生部分中介性影響。本文的主要貢獻在于:1、本文結(jié)合相關(guān)研究成果,詳細(xì)界定了移動理財?shù)幕緝?nèi)涵,為移動理財定義的標(biāo)準(zhǔn)化、規(guī)范化提供了一些參考和借鑒;2、本次研究致力于移動理財平臺的完善推廣,從用戶流失的切入點開展相應(yīng)的實證研究,并成功構(gòu)建了包括服務(wù)質(zhì)量、企業(yè)形象、感知易用性、平臺安全、滿意度、用戶粘性、使用習(xí)慣、用戶流失意愿8個變量在內(nèi)的移動理財平臺用戶流失意愿假設(shè)模型;3、本文在一定程度上補充了國內(nèi)相關(guān)領(lǐng)域的實證研究成果,為后續(xù)研究的開展提供了一些參考和借鑒;4、本次研究結(jié)合模型的假設(shè)檢驗結(jié)果,詳細(xì)闡述了移動理財平臺用戶流失意愿假設(shè)模型的實踐應(yīng)用價值,在增強用戶粘性、培養(yǎng)用戶使用習(xí)慣、提升移動理財平臺用戶滿意度等方面提出了一些建議,以期充分發(fā)揮假設(shè)模型的現(xiàn)實指導(dǎo)作用。
[Abstract]:With the rapid growth of personal disposable income and the popularity of mobile intelligent terminals, the personal financial needs of the public are increasing day by day. This background has laid a solid foundation for the further development of the mobile financing industry. The potential of industry development is self-evident. In recent years, various mobile financial applications, represented by Alipay, Ant Jubao and Mobile Bank, have emerged in endlessly. While promoting the development of the platform, they have also greatly intensified the fierce competition within the industry. In view of the fact that the pulling cost of new customers is much higher than the maintenance of old customers, the author follows the hot spot of the times, devotes himself to the socialized popularization of the concept of mobile financial management, the improvement of the function of mobile financial management platform, and the long-term development of the enterprises to which the mobile financial management platform belongs. From the perspective of user churn, this paper probes into the influencing factors and causality of user turnover intention of mobile financial management platform, and constructs the corresponding hypothetical model to supplement the empirical research results in domestic related subject areas. Based on the literature research method, this paper integrates many factors that affect the willingness of mobile financial platform users to lose. On the basis of the domestic and foreign classical theory and the existing literature results, The relevant research hypotheses are deduced reasonably, and based on this, the service quality, corporate image, perceived usability, platform security, satisfaction, user stickiness, usage habits are constructed. A hypothetical model of user turnover intention of mobile financial platform, which includes 8 variables of user turnover intention. Then, with the support of 339 valid data samples, questionnaire survey, correlation analysis, regression analysis are used. Intermediary testing and other research methods verify the hypothesis proposed. The research results show that: 1, service quality, corporate image, Perceived ease of use and platform security have a significant positive impact on user satisfaction of mobile financial platform. User satisfaction of mobile financial platform has a significant positive impact on usage habits, user stickiness has a significant positive impact on usage habits, user stickiness and usage habits. User satisfaction has a significant negative impact on the willingness of mobile financial platform users to lose. The use of habits will have a partial intermediary effect between satisfaction and the willingness of mobile financial platform users to drain. The main contribution of this paper is: 1. This paper defines the basic connotation of mobile financial management in detail, combined with related research results. It provides some reference and reference for the standardization of the definition of mobile financial management. This study is devoted to the improvement and promotion of mobile financial management platform, carries out the corresponding empirical research from the point of user loss, and successfully constructs the quality of service. Corporate image, perceived usability, platform security, satisfaction, user stickiness, usage habits, The assumption model of user turnover intention of mobile financial platform, which includes 8 variables, complements the empirical research results in domestic related fields to some extent. This paper provides some reference and reference for the following research. Combining with the hypothesis test results of the model, this study elaborates the practical application value of the assumption model of user turnover intention of mobile financial management platform, which can enhance the user stickiness. In order to give full play to the practical guiding role of the hypothetical model, some suggestions are put forward in order to cultivate the user's usage habits and improve the user satisfaction of mobile financial management platform.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F832.2;G252

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