个人用户手机支付采纳意向研究
摘要
随着信息技术、互联网技术以及移动通信技术的迅猛发展,手机已不仅仅是人们用来交流的工具。针对手机而开发的各种应用,即移动商务,越来越受到人们的关注。手机支付是众多移动商务应用中最受关注的应用之一,指的是用户以手机为媒介为其购买的商品或服务进行帐务支付的方式,它是继现金、支票、银行卡和网络支付之后的一种新兴的支付方式,也被看作将会是第一个物联网和移动互联网相互融合而成熟的商业模式。目前,中国的手机用户已经超过了8亿,这个庞大的手机用户群为移动商务在中国的发展提供了良好的基础,也使得国内外学者对中国移动商务的发展前景非常乐观。但是,以手机支付为代表的中国移动商务发展一直没有达到预期的效果,也远远落后于韩国、日本等其他亚洲国家。因此,研究哪些因素影响人们对手机支付的接受和使用,建立研究模型并进行实证检验具有十分重要的理论价值和实践指导意义。同时,值得注意的是,没有两个国家或地区的文化或制度是完全相同的,因此,除了分析影响用户采纳的主要因素外,这些情境因素在用户的采纳决策过程中是否有影响,它们起着怎样的作用是值得探讨与检验的。本文以中国大陆地区的手机用户为调查对象,分析他们对远距离手机支付(以WAP方式为代表)的采纳情况,并分析用户的国家文化价值观和对制度的认知在其采纳行为中发挥着什么样的作用。本文首先以经典采纳理论的核心(理性行为理论、技术接受模型、计划行为理论等)为基础,结合信任研究以及移动商务的特点,通过对相关文献的回顾,识别出影响用户手机支付采纳意向的主要因素,并建立了个人用户手机支付采纳意向的理论模型。通过网上问卷调查收集到598份有效问卷,、然后采用SPSS15.0以及Amos17.0对研究模型和假设进行验证。分析结果表明：1)用户的信任、主观规范、感知需求及感知娱乐性是决定用户采纳意向的重要因素(解释率达0.70),其中,用户的信任在采纳决策过程中起着最重要的作用；2)娱乐性确实对用户的采纳意向有直接的影响,但是出乎意料的是,这种影响是负向的；3)使用手机支付的成本(费用)对采纳意向没有直接显著影响；4)用户个人的手机性能虽然不直接影响采纳意向,但是却通过易用性、用户的总体信任和主观规范间接发挥作用。
随后,本文分析了手机用户的国家文化价值观以及对制度的认知在他们决策过程中的作用。文化维度(不确定性避免、个体主义/集体主义、权力距)调节着采纳意向及其影响前因之间的关系。具体地,数据分析结果表明：1)不确定性避免调节着信任与采纳意向、感知需求与采纳意向以及主观规范与采纳意向之间的关系。用户的不确定性避免倾向越强,信任与感知需求对采纳意向的影响作用越弱,而主观规范对采纳意向的影响作用越大；2)权力距调节着主观规范与采纳意向之间的关系,出乎意料的是,权力距越高,主观规范对采纳意向的影响越弱；3)集体主义价值观越强的用户,越重视主观规范的作用,因此,主观规范对采纳意向的影响作用也就越强。本文的数据分析结果还表明：制度因素(制度影响与管制)在本研究中并不像用户的文化价值观一样起到调节作用,而是与用户对支持手机支付技术的信任一起形成影响用户信任的最重要的两个因素。
最后,本文讨论了如何提高潜在手机用户对手机支付及其他移动商务应用的采纳,指出了本文的研究局限及未来的研究方向。
As information technologies (IT) and wireless communication technologies advance by leaps and bounds, coupled with the ever-improving quality of service and mobile devices, mobile phones (mobiles) are no longer tools just for communication. Mobile commerce (MC) which conducted via mobile devices is becoming more popular and familiar. Among all the MC applications, mobile payment (MP) is considered as a "killer application". MP allows individuals to pay for goods or services via their mobile phones. It is an emerging payment method in addition to cash, cheque, debit/credit cards, online payments, etc. Meanwhile, MP is considered as the first well-developed business model integrating Internet of Things and Mobile Internet. For the purpose of this study, mobile devices particularly refer to mobile phones, since the users of mobile phones in China reached over 800 million by the end of the first half of 2010. Such a large number of subscribers make researchers home and abroad quite opportunistic at the future of mobile commerce in China. However, compared with other Asian countries such as Japan and Korea, the development of MC applications (including MP) is lagging behind. Therefore, identifying factors that influence the acceptance and usage of mobile payment, presenting a research model and empirically testing it is of great significance. In addition, except for these factors, it should be noticed that no two cultures and institutions are exactly the same, thus it is necessary to explore and discuss whether the contextual factors (cultures and institutions) have an influence on indiviudal's adoption decisions and how they work. We hope to shed some light on MC applications adoption in the future by conducting such a research.
The main purpose of this study is to explore factors affecting individual's adoption of remote mobile payment represented by WAP method, and to analyze how contextual factors (individual's national cultural values and their cognition of institutions) work on individual's behavioral intention. First of all, based on an extensive review of literature in technology acceptance adoption, mobile commerce, and mobile payment, taking the special characteristics of MC and studies on trust into consideration, factors affecting the behavioral intention were identified. The research model to explain and predict individual's adoption intention was presented and then empirically tested using data collected from an online survey of 598 respondents. SPSS15.0 and AMOS 17.0 were used to analyze the data. Results showed that:1) Individual's general trust, subjective norm, perceived needs and perceived enjoyment were the four main constructs in explaining behavioral intention (R2=0.70), while trust played the most important role; 2) As hypothesized, perceived enjoyment, affected by individuals subjective norm and device performance, had a direct influence on behavioral intention. However, controrary to our expectation, the influence was negative; 3) Cost of using MP had no influence in individaul's behavioral intention.4) Device performance did not directly influence behavioral intention, but worked indirectly by affecting perceived ease of use, general trust and subjective norm.
Then, how individual's national cultural values and their cognition of institutions work in shaping behavioral intention was examined. Cultural dimensions (uncertainty avoidance, individualism/collectivism, power distance) moderated the relationships between individual's behavioral intention and its antecedents. Specifically, data analysis demonstrated that 1) uncertainty avoidance significantly moderated the relationship between behavioral intention and subjective norm such that the relationship was stronger for individuals with higher uncertainty avoidance values; it also significantly modertated the relationship between behavioral intention and trust, and that between behavioral intention and perceived needs such that the relationships were weaker for individuals with higher uncertainty avoidance values; 2) power distance significantly moderated the relationship between subjective norm and behavioral intention, however, contrary to expectation, the relationship was weaker for individuals with higher power distance cultural values; 3) collectivism significantly moderated the relatiohsip between subjective norm and behavioral intention such that the relationship was stronger for individuals with higher collectivism cultural values. The data analysis also revealed that the institutional factor (influence and regulation of instituions) did not work as a moderator as indiviudal's cultural values did. However, similar to individual's trust in technologies supporting MP, the institutional factor was found as one of the two most important factors affecting individual's general trust.
At the end, implications for improving adoption of MP and other types of mobile commerce applications, limitations of this paper and potential directions for future study were discussed.
随后,本文分析了手机用户的国家文化价值观以及对制度的认知在他们决策过程中的作用。文化维度(不确定性避免、个体主义/集体主义、权力距)调节着采纳意向及其影响前因之间的关系。具体地,数据分析结果表明：1)不确定性避免调节着信任与采纳意向、感知需求与采纳意向以及主观规范与采纳意向之间的关系。用户的不确定性避免倾向越强,信任与感知需求对采纳意向的影响作用越弱,而主观规范对采纳意向的影响作用越大；2)权力距调节着主观规范与采纳意向之间的关系,出乎意料的是,权力距越高,主观规范对采纳意向的影响越弱；3)集体主义价值观越强的用户,越重视主观规范的作用,因此,主观规范对采纳意向的影响作用也就越强。本文的数据分析结果还表明：制度因素(制度影响与管制)在本研究中并不像用户的文化价值观一样起到调节作用,而是与用户对支持手机支付技术的信任一起形成影响用户信任的最重要的两个因素。
最后,本文讨论了如何提高潜在手机用户对手机支付及其他移动商务应用的采纳,指出了本文的研究局限及未来的研究方向。
As information technologies (IT) and wireless communication technologies advance by leaps and bounds, coupled with the ever-improving quality of service and mobile devices, mobile phones (mobiles) are no longer tools just for communication. Mobile commerce (MC) which conducted via mobile devices is becoming more popular and familiar. Among all the MC applications, mobile payment (MP) is considered as a "killer application". MP allows individuals to pay for goods or services via their mobile phones. It is an emerging payment method in addition to cash, cheque, debit/credit cards, online payments, etc. Meanwhile, MP is considered as the first well-developed business model integrating Internet of Things and Mobile Internet. For the purpose of this study, mobile devices particularly refer to mobile phones, since the users of mobile phones in China reached over 800 million by the end of the first half of 2010. Such a large number of subscribers make researchers home and abroad quite opportunistic at the future of mobile commerce in China. However, compared with other Asian countries such as Japan and Korea, the development of MC applications (including MP) is lagging behind. Therefore, identifying factors that influence the acceptance and usage of mobile payment, presenting a research model and empirically testing it is of great significance. In addition, except for these factors, it should be noticed that no two cultures and institutions are exactly the same, thus it is necessary to explore and discuss whether the contextual factors (cultures and institutions) have an influence on indiviudal's adoption decisions and how they work. We hope to shed some light on MC applications adoption in the future by conducting such a research.
The main purpose of this study is to explore factors affecting individual's adoption of remote mobile payment represented by WAP method, and to analyze how contextual factors (individual's national cultural values and their cognition of institutions) work on individual's behavioral intention. First of all, based on an extensive review of literature in technology acceptance adoption, mobile commerce, and mobile payment, taking the special characteristics of MC and studies on trust into consideration, factors affecting the behavioral intention were identified. The research model to explain and predict individual's adoption intention was presented and then empirically tested using data collected from an online survey of 598 respondents. SPSS15.0 and AMOS 17.0 were used to analyze the data. Results showed that:1) Individual's general trust, subjective norm, perceived needs and perceived enjoyment were the four main constructs in explaining behavioral intention (R2=0.70), while trust played the most important role; 2) As hypothesized, perceived enjoyment, affected by individuals subjective norm and device performance, had a direct influence on behavioral intention. However, controrary to our expectation, the influence was negative; 3) Cost of using MP had no influence in individaul's behavioral intention.4) Device performance did not directly influence behavioral intention, but worked indirectly by affecting perceived ease of use, general trust and subjective norm.
Then, how individual's national cultural values and their cognition of institutions work in shaping behavioral intention was examined. Cultural dimensions (uncertainty avoidance, individualism/collectivism, power distance) moderated the relationships between individual's behavioral intention and its antecedents. Specifically, data analysis demonstrated that 1) uncertainty avoidance significantly moderated the relationship between behavioral intention and subjective norm such that the relationship was stronger for individuals with higher uncertainty avoidance values; it also significantly modertated the relationship between behavioral intention and trust, and that between behavioral intention and perceived needs such that the relationships were weaker for individuals with higher uncertainty avoidance values; 2) power distance significantly moderated the relationship between subjective norm and behavioral intention, however, contrary to expectation, the relationship was weaker for individuals with higher power distance cultural values; 3) collectivism significantly moderated the relatiohsip between subjective norm and behavioral intention such that the relationship was stronger for individuals with higher collectivism cultural values. The data analysis also revealed that the institutional factor (influence and regulation of instituions) did not work as a moderator as indiviudal's cultural values did. However, similar to individual's trust in technologies supporting MP, the institutional factor was found as one of the two most important factors affecting individual's general trust.
At the end, implications for improving adoption of MP and other types of mobile commerce applications, limitations of this paper and potential directions for future study were discussed.
引文
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