【作者】 陈翔；

【导师】 万江平；

【作者基本信息】 华南理工大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 电子钱包作为一种新兴的电子交易设备，其接受性是影响推广的重要因素。如何帮助企业提高电子钱包的接受程度，实现产品开发与营销，提高电子钱包的竞争力，是当前银行业都必须考虑的问题，解决这一问题的关键就是如何提高电子钱包的可接受性，分析其影响因素。通过X银行研究与文献分析发现，基于接受性理论的创新科技产品理念。结合电子钱包市场状况的基础上，可以实现电子钱包接受模型构建，影响因素分析及开发与营销战略。本研究以X银行电子银行发展为基础进行分析，导出本研究的目的与意义：（1）按照科技接受性理论，基于电子钱包的特征设计电子钱包接受性模型。（2）基于电子钱包接受性理论，分析影响因素。（3）基于SWOT与接受性模型，开发电子钱包设计、营销、开发战略。为了构建电子钱包可接受性模型，研究中结合Rogers的接受性理论进行了半开放式访谈，经过多次的探索性因子分析，发现存在4个因子，对四个因子项目分析后分别命名为，认知接受，功能需求，易用接受及态度意愿。采用AMOS统计分析软件验证性因子分析并构建模型。对影响电子钱包的可接受性影响因素进行了分析，分析发现不同生源地、性别、区域等因素都会影响到对产品的接受程度，因此在电子钱包营销中，应该有的放矢针对不同的群体，区域采取差异化的营销策略。总之，本文应用Rogers的接受性理论进行了电子钱包可接受性模型的研究，并根据研究提出了X公司电子钱包的营销策略，目的是提升电子钱包的市场竞争力。更多还原

【Abstract】 E-wallet as a new electronic trading facilities, its acceptance is an important factoraffecting the promotion. How to help enterprises to improve the electronic wallet acceptanceof product development and marketing. The key to solving this problem is how to improve theacceptability of the electronic wallet.Analysis by X-Bank Research and Documentation, Innovation and Technology productconcept based on the accepted theory, Can be achieved based on the combination of theelectronic purse market conditions, the electronic wallet to accept the model. In this study, forexample, reseating the Bank X’s electronic purse acceptance，export purpose of this study.(1)In terms of technology acceptance theory and the characteristics of the electronic wallet todesign electronic wallet.(2) Based on the electronic wallet to accept the theory and analysis ofinfluencing factors.(3) Based on SWOT accepted model, the development of e-wallet design,marketing, and development strategy.In this study, for example, reseating the Bank X’s electronic purse acceptance to analyzethe acceptability of the main factors affecting the electronic wallet. In order to build theelectronic wallet of Acceptance model, The research binding Rogers the accepted theory，baseon Semi-open interviews, exploratory factor analysis and Amos。Established acceptable modelof the electronic wallet and analysis of the impact factors and Carry out strategic.In summary, this paper Rogers’ theory has been accepted electronic wallet model ofacceptability, and according to research presented electronic wallet Company X’s marketingstrategy, the purpose is to enhance the market competitiveness of the electronic wallet.更多还原