發(fā)布時間：2018-11-15 13:07

【摘要】：隨著近代互聯(lián)網(wǎng)的飛速發(fā)展,可移動的商務在這種大的趨勢環(huán)境下應運而生,各種運營商和服務提供機構(gòu)開發(fā)出來了各種各樣的移動支付服務,它作為一種高效并且簡單易用的支付工具,開始出現(xiàn)在了各種各樣的行業(yè)模式中,它的這種支付理念是順應了時代的發(fā)展而且提高了商業(yè)服務的質(zhì)量更加改善了支付方式的水平,它代表了一種新的技術(shù)的崛起,但是事實的發(fā)展卻與這種新的高效的支付手段背道而馳,著名的調(diào)查科研公司所調(diào)查的數(shù)據(jù)揭示了目前這一尷尬的情況,雖然目前的移動支付市場規(guī)模正在擴大,移動市場的服務水平也在迅速的提高,但是真正使用到移動支付的客戶占所有支付方式的比例是最低的。目前比較主流的研究者認為,消費者是否使用某一種支付方式主要是以感知風險為主要的判定標準,這一判定標準是影響消費者接受和使用移動支付的關(guān)鍵之所在,因此,大批學者以此研究方向進行了各種研討。雖然從20世紀中期開始就已經(jīng)有研究者對此開展了研究,但是消費者感知的風險這一概念過于龐大和復雜,這一急需解決的領(lǐng)域仍然存在這大量的問題待去解決,比如一些度量問題都需要學者的進一步研究,因此本文就對消費者使用移動支付時產(chǎn)生的感知風險的各個維度與影響其感知風險的各個影響因素之間的相關(guān)聯(lián)系展開進一步的研究,并通過調(diào)查問卷收集的數(shù)據(jù),經(jīng)實證分析來得出結(jié)果。本文是對用戶在使用移動支付時感知風險展開研究,并基于各影響因素與風險各維度之間的相互作用關(guān)系建立風險維度與影響因素模型,這一模型的理論基礎(chǔ)還是建立在消費者對風險的感知和對移動支付行為影響的研究,然后展開進一步的分析,主要的內(nèi)容如下：對消費者移動支付時的行為意向和心理研究,尋找感知風險的構(gòu)成維度以及哪些因素會影響到消費者感知風險的產(chǎn)生[1],根據(jù)相關(guān)的研究提出假設(shè),從個體單位角度出發(fā)進行立體全方位手段構(gòu)建起基于消費者風險感知的移動支付,利用架構(gòu)影響模型方法對整個模型構(gòu)架進行反復的檢測,經(jīng)過嚴格的分析驗證假設(shè)并得出研究結(jié)論：消費者認知負向影響感知心理風險和財務風險,技術(shù)可靠性負向影響感知財務風險和功能風險,無線網(wǎng)絡因素正向影響感知財務風險、隱私風險和心理風險。
[Abstract]:With the rapid development of modern Internet, mobile commerce emerges as the times require in this big trend environment. Various operators and service providers have developed various mobile payment services. As an efficient and easy to use payment tool, it began to appear in a variety of industry models, Its concept of payment conforms to the development of the times and improves the quality of business services. It also improves the level of payment methods. It represents the rise of a new technology. However, the development of the facts runs counter to this new and efficient means of payment. The data collected by famous research companies reveal this embarrassing situation, even though the current mobile payment market is expanding. Service levels in the mobile market are also rising rapidly, but the proportion of customers who actually use mobile payments is the lowest. Current mainstream researchers believe that whether consumers use a certain payment mode is mainly based on perceived risk, which is the key to affect consumers' acceptance and use of mobile payment. A large number of scholars have carried out various studies in this direction. Although researchers have been studying this issue since the middle of the 20th century, the concept of consumer perceived risk is too large and complex, and there are still a lot of problems to be solved in this area that needs to be solved. For example, some measurement problems need further study by scholars. Therefore, this paper carries out a further study on the correlation between the dimensions of perceived risk generated by consumers using mobile payment and the influencing factors affecting their perceived risk, and the data collected by questionnaire. The results are obtained by empirical analysis. In this paper, we study the perception of risk when users use mobile payment, and establish a risk dimension and influence factor model based on the interaction between each influencing factor and each dimension of risk. The theoretical basis of this model is based on the study of consumers' perception of risk and the impact on mobile payment behavior, and then further analysis is carried out. The main contents are as follows: the behavior intention and psychological research of consumer mobile payment. To find out the dimensions of perceived risk and what factors will affect the generation of consumer perceived risk [1], according to the relevant research, put forward the hypothesis, From the perspective of individual units, mobile payment based on consumer risk perception is constructed by using three-dimensional omni-directional means, and the whole model framework is repeatedly detected by using the framework impact model method. After strict analysis, the hypothesis is verified and the conclusion is drawn: consumer cognition negatively affects perceived psychological risk and financial risk, and technical reliability negatively affects perceived financial risk and functional risk. Wireless network factors positively affect perceived financial risk, privacy risk and psychological risk.
【學位授予單位】：廣西師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.2;F724.6

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