移动支付服务初始采纳模型及其实证研究

基于中国移动商务情景,从社会影响、个体特征和技术属性的整体视角对移动支付用户初始采纳行为进行了实证研究.采用结构方程模型对收集的240份初始采纳样本进行分析发现,技术属性视角的2个正效用(相对优势和兼容性)对采纳意愿存在正向影响,2个负效用(感知风险和感知成本)对采纳意愿存在负向影响;个体特征视角的个体创新对初始采纳意愿施加了直接和间接的双重正向影响;社会影响视角的主观规范和形象对初始采纳意愿存在直接和间接的双重正向影响.

An Empirical Study on Mobile Payment Initial Adoption

This paper empirically examines the determinants of mobile payment adoption from a holistic perspective including social influences,individual characteristics and technical features in the China’s mobile commerce context.The results indicate that: i) from technical features view,relative advantage and compatibility both have a positive influence on mobile payment initial adoption,while perceived risk and perceived cost both have a negative impact on mobile payment initial adoption;ii) from individual characteristics perspective,personal innovativeness has direct and indirect and positive influence on mobile payment initial adoption;iii) from social influences perspective,social influences also have direct and indirect and positive influence on the initial adoption.This study advances the understanding of determinants of mobile payment initial adoption.The theoretical and practical implications are also discussed.