本文選題：移動支付　切入點：轉(zhuǎn)移行為　出處：《江蘇大學》2016年博士論文

【摘要】：移動支付是移動互聯(lián)網(wǎng)經(jīng)濟取得跨越式發(fā)展的重要基礎和動力保障。近幾年來,受益于移動通信技術的不斷進步和智能手機的日益普及,我國的移動支付發(fā)展迅速,尤其是在移動支付企業(yè)大力的補貼和推動下,已經(jīng)具有了良好的用戶基礎。但從實際應用角度來看,一方面,不少用戶還是只將移動支付視為傳統(tǒng)互聯(lián)網(wǎng)支付的延伸,作為一種支付方式的補充,偶爾或者在特定情境下使用;另一方面,也有越來越多的用戶在采納移動支付后,開始逐漸減少了對互聯(lián)網(wǎng)支付的使用,形成了支付渠道的轉(zhuǎn)移。當前,學者們對于移動支付用戶行為的研究基本聚焦于采納前階段,對于移動支付采納后階段的行為研究較為匱乏,而移動支付的商業(yè)價值依賴于更多用戶的參與和用戶更多的使用。因此,深刻洞察互聯(lián)網(wǎng)支付用戶向移動支付渠道的轉(zhuǎn)移,沉淀用戶并增加用戶對移動支付黏性應受到學界和業(yè)界的關注。移動支付不僅是一種技術創(chuàng)新,更是一種服務創(chuàng)新,本研究將從用戶的行為決策過程,基于移動支付的服務價值,運用人口遷移中的PPM(Push-Pull-Mooring,推-拉-錨定)理論框架,從一個動態(tài)的視角探討互聯(lián)網(wǎng)支付用戶向移動支付渠道轉(zhuǎn)移行為的關鍵因素和作用機理,并在此基礎上,展開相應渠道轉(zhuǎn)移行為預測研究,以期為我國移動支付市場和相關企業(yè)的發(fā)展提供有益的啟示。首先,通過對移動網(wǎng)絡信息服務價值研究相關文獻進行梳理,并分析移動支付應用的典型案例—支付寶錢包,在此基礎上,進一步運用關鍵事件技術,通過對訪談和問卷調(diào)查結(jié)果進行分類、歸納,提取了移動支付服務價值的維度和主要內(nèi)涵。其中從用戶對移動支付服務價值感知收益角度,包含了七個維度:時間價值、空間價值、貨幣價值、經(jīng)濟價值、情感價值、社交價值、功能價值;從用戶對移動支付服務價值感知付出角度,包含了三個維度:學習成本、風險成本和心理成本。其次,根據(jù)移動支付服務價值的維度和內(nèi)涵,同時借鑒移動網(wǎng)絡信息服務價值研究相關文獻成果,遵循量表開發(fā)和設計的原則,通過問卷前測、正式調(diào)查,使用結(jié)構(gòu)方程模型的方法,對移動支付服務價值各變量及結(jié)構(gòu)模型進行驗證性因子分析,從實證角度檢驗了移動支付服務價值的十個維度及其內(nèi)涵,確認了移動支付服務價值維度劃分與測度的有效性。然后,根據(jù)前文所提出的移動支付服務價值維度,運用PPM理論框架,從服務轉(zhuǎn)移的視角,構(gòu)建了互聯(lián)網(wǎng)支付用戶向移動支付渠道轉(zhuǎn)移行為模型并提出相關假設,進而采用基于PLS的結(jié)構(gòu)方程建模方法檢驗了移動支付服務的各個價值維度對互聯(lián)網(wǎng)支付用戶渠道轉(zhuǎn)移行為的影響和作用機理。研究發(fā)現(xiàn):時間價值差異和空間價值差異,顯著的構(gòu)成PPM模型中推力效應,驅(qū)使互聯(lián)網(wǎng)支付用戶向移動支付渠道轉(zhuǎn)移;貨幣價值差異、功能價值差異、社交價值差異和情感價值差異顯著的構(gòu)成了PPM模型中的拉力效應,積極影響著互聯(lián)網(wǎng)支付用戶的渠道轉(zhuǎn)移。經(jīng)濟價值差異不構(gòu)成拉力效應,對互聯(lián)網(wǎng)支付用戶渠道轉(zhuǎn)移不產(chǎn)生顯著影響;風險成本和心理成本顯著的構(gòu)成PPM模型中的錨定效應,負面影響了互聯(lián)網(wǎng)支付用戶的渠道轉(zhuǎn)移。學習成本則不構(gòu)成錨定效應,不影響互聯(lián)網(wǎng)支付用戶的渠道轉(zhuǎn)移行為;錨定效應在推力效應和用戶渠道轉(zhuǎn)移意愿之間具有顯著的調(diào)節(jié)作用,但對拉力效應和渠道轉(zhuǎn)移意愿之間的調(diào)節(jié)關系不顯著;互聯(lián)網(wǎng)支付用戶的渠道轉(zhuǎn)移意愿顯著的影響其渠道轉(zhuǎn)移行為。最后,本文采用了有序多方法策略構(gòu)建了互聯(lián)網(wǎng)支付用戶渠道轉(zhuǎn)移行為預測模型。即根據(jù)前文互聯(lián)網(wǎng)支付用戶渠道轉(zhuǎn)移行為實證分析的結(jié)果,將統(tǒng)計意義上可靠且具有顯著性的變量作為輸入,通過神經(jīng)網(wǎng)絡模型來預測互聯(lián)網(wǎng)支付用戶的渠道轉(zhuǎn)移行為,進一步拓展并豐富了現(xiàn)有研究。預測用戶的行為和理解用戶的行為與影響因素間的因果關系是不同的主題,對于互聯(lián)網(wǎng)支付用戶渠道轉(zhuǎn)移行為的預測研究,不僅有助于辨識出在涉及行為預測時的重要變量,并為互聯(lián)網(wǎng)支付用戶渠道轉(zhuǎn)移行為的測量提供一個新的思路,也有助于移動支付相關企業(yè)識別出不同類型的用戶,根據(jù)不同的目標群體制定針對性的推廣策略,為實現(xiàn)精準營銷提供決策支持。此外,本研究綜合運用結(jié)構(gòu)方程建模和神經(jīng)網(wǎng)絡分析的方法,不僅提高了預測的質(zhì)量,也為今后信息系統(tǒng)領域中用戶行為的研究提供了參考。
[Abstract]:Mobile payment is an important basis for leapfrog development and dynamic security of mobile Internet economy. In recent years, benefit from mobile communication technology continues to progress and the rapid popularization of mobile phone, Chinese mobile payment develops rapidly, especially in the mobile payment enterprise vigorously subsidies and promotion, has a good user base. But from the practical point of view, on the one hand, many users or only the mobile payment as an extension of the traditional Internet payment, as a supplement to a payment, or occasionally used in specific contexts; on the other hand, there are more and more users in the adoption of mobile payments, gradually reduced the use of to pay for the Internet, the formation of transfer payment channels. At present, the scholars for the basic focus on mobile payment user behavior in pre adoption stage, for the mobile payment adoption order Study on the behavior of segment is scarce, and mobile payment business value depends on more user participation and more usage. Therefore, a deep insight into the Internet users pay channel transfer payment to mobile users, and increase the precipitation of users of mobile payment by viscous academic and industry attention. Mobile payment is not only a kind of technology it is a kind of innovation, service innovation, this study from the decision-making process of the user, the mobile payment service value based on the use of population migration in PPM (Push-Pull-Mooring, push - pull - anchor) theoretical framework, the key factors for Internet users pay payment channels to mobile transfer behavior and mechanism from a a dynamic perspective, and on this basis, the prediction of the channel transfer behavior, so as to provide beneficial enlightenment for the development of China's mobile payment market and related enterprises firstly, By sorting out the relevant literature on the research value of the mobile Internet information service, and analyze the typical case of mobile payment applications - Alipay wallet, on this basis, further by using critical incident technique, through the classification of interviews and questionnaire survey results are summarized, extracted from the dimensions of the mobile payment service value and main content. The payment service user the value of perceived benefit angle on the move, includes seven dimensions: time value, space value, monetary value, economic value, social value, emotional value, functional value; from the payment service user perceived value of mobile pay angle, contains three dimensions: learning cost, risk cost and psychological cost. Secondly, according to the dimensions the connotation and value of mobile payment services, and referring to the research value of the mobile Internet information service related literatures, follow the development and scale design principles, Test, a formal investigation by questionnaire before, by the structural equation modeling method, the mobile payment service value of each variable and structure model by confirmatory factor analysis, from the perspective of empirical test of ten dimensions of the value of the mobile payment service and its connotation, to confirm the validity of the mobile payment service value dimension and measure. Then, according to the mobile payment service value put forward earlier, using the theory of PPM, from the service transfer perspective, the construction of Internet users pay to mobile payment channels for the transfer of behavior model and puts forward some assumptions, and then used the structural equation modeling based on PLS to test the impact of various mobile payment services on the value dimension of Internet users pay channels transfer the behavior and mechanism of action. The study found: the difference value of time difference and space value, a thrust effect in PPM model significantly, flooding The Internet users pay the transfer to the mobile payment channels; monetary value differences, differences in functional value, social value and emotional value differences differences constitute the pulling effect of the PPM model, a positive impact on Internet users pay the transfer channels. The economic value of difference does not constitute force users to pay transfer channels do not have a significant impact on the Internet risk; cost and psychological cost significantly constitute the PPM model in the anchoring effect, the negative influence of Internet users pay channels transfer. The cost of learning does not constitute the anchoring effect, does not affect the transfer behavior of Internet payment channels to the users; has a significant moderating effect between the anchoring effect in the thrust transfer effect and the user channel will but, for pulling effect and channel transfer will not significantly adjust the relationship between; Internet users pay channels will significantly influence the transfer The channel transfer behavior. Finally, this paper uses the method of ordered multiple methods to build the Internet users pay channel prediction model transfer behavior. According to the above analysis of the user behavior of Internet payment channels for the transfer of the empirical results will be statistically reliable and significant variables as input, using neural network model to predict the behavior of Internet payment transfer users of the channel, to further expand and enrich the existing research. The prediction of user behavior and understand user behavior and influence factors of the causal relationship between different themes, prediction of the Internet users pay channels transfer behavior, not only helps to identify important variables involved in the prediction of the behavior of a new measurement and payment channels for the transfer of ideas for the Internet user behavior, also helps the mobile payment related enterprises identify different types of use Households, according to the different target groups to develop targeted marketing strategies, to provide decision support for the implementation of precision marketing. In addition, this study uses the method of structural equation modeling analysis and neural network, not only improve the prediction quality, but also provides a reference for future research on user behavior information system in the field.

【學位授予單位】：江蘇大學
【學位級別】：博士
【學位授予年份】：2016
【分類號】：F713.55;F724.6;F832.2
，

本文編號：1667058