【摘要】 本文基于消费情绪理论,构建了消费者情绪与移动互联网环境下移动银行使用意愿关系的模型,并以常州市商业银行移动支付使用客户为研究对象进行实证研究。研究发现,性别对移动银行使用意愿没有显著影响,而愉悦、唤起以及正面支配对消费者使用意愿具有显著影响。同时,不可观察异质性能显著影响消费者情绪进而对移动银行使用意愿产生影响,对于移动银行使用意愿低的消费者,消费者情绪各维度都会显著影响移动银行使用意愿;而对于使用意愿高的消费者而言,负面情感(包括负面愉悦、负面唤起)则不会显著影响移动银行使用意愿。更多还原

【Abstract】 Based on the theory of consumer sentiment, this paper constructs a model of the relationship between consumer sentiment and willingness to use mobile bank in the environment of mobile Internet, and presents an empirical research on the customers, who use mobile payment, of Changzhou City Commercial Bank. It’s found that gender does not significantly affect the willingness to use mobile bank, but pleasure, arousal and positive domination can do. Meanwhile, the unobservable heterogeneity can significantly affect consumer sentiment and then affect the willingness to use mobile bank; to the consumers who have low willingness to use mobile bank, the consumer sentiment in every dimension significantly affect the willingness; for consumers who have high willingness to use mobile bank, negative sentiment(including negative pleasure and negative arousal) does not significantly affect the willingness.更多还原