基于TAM的商户移动支付采纳意愿实证研究

【摘要】 随着移动互联网和移动终端设备的普及,移动支付需求呈现强劲增长态势。本文基于商户视角,研究移动支付平台附加功能对其采纳意向的影响,以探寻影响商户提供移动支付服务的因素。本文采用结构方程模型对影响商户采纳的因素进行实证分析,通过调查问卷收集337家商户采纳意愿数据,并利用SPSS和AMOS软件对模型加以检验。结果表明客户关系维系、消费数据分析通过感知有用性、感知易用性,对商户采纳意愿产生正向影响,感知有用性、感知易用性对商户采纳意向具有显著正向影响,感知风险对采纳意向的影响不显著。据此,本文提出移动支付企业应重视提升商户感知有用性、感知易用性,降低商户感知风险的政策建议,旨在促进移动支付推广应用。更多还原

【Abstract】 With the popularization of mobile internet and mobile applications, the requirement for mobile payment appears a bullish trend in the market. Based on the merchant’s perspective, this paper focuses on how mobile payment APPs’ additional functions affect merchant’s adoption, in order to seek factors which influence merchant’s using behavior. Structure Equation Model is adopted to examine the relations between factors and adoption by using 337 merchant’s data through questionnaire. The results show that customer relationship maintaining and customer data analysis have positive influences on merchant adoption through perceived usefulness and perceived ease of usefulness. Perceived usefulness and perceived ease of usefulness have significant positive influences on merchant adoption. However, perceived risk has no significant impact on merchant adoption. Therefore, it is proposed that mobile payment enterprises should pay more attention to enhancing merchants’ perceived usefulness and perceived ease of use, and reducing merchants’ perceived risks, aiming at promoting the application of mobile payment promotion.更多还原