论文总字数：30911字

摘 要

近年来，以支付宝，微信支付为代表的第三方支付服务正趋向于深水化发展，消费者的支付思维模式与习惯正在加速转变。因此，更深入与更触及实质地理解消费者风险感知的异质性，其影响因素以及其与第三方支付使用意愿的关系变得尤为重要。本文结合传统的技术接受模型（TAM）与价值接受模型（VAM），在承认个体风险感知异质的基础上构建相关模型，并进行基于问卷的实证研究，旨在为移动互联时代圜局下个市场主体勾勒出更明晰的，个体风险感知同第三方支付使用意愿间的互动路线。具体而言，本文的第一章为绪论，该部分主要介绍文章的研究思路，本研究领域的社会背景及深入研究的必要性；第二部分的文献综述将对既有研究成果从三个阶段进行总结；第三部分是本文的理论模型搭建章节；第四五部分则属于实证研究，数据分析，结论推定及对策总结模块。通过实证分析的手段，本文发现，相对于第三方支付存在的感知风险对使用意愿带来的消极影响，消费者对第三方支付服务的使用意愿正更多地被消费者使用该服务的过程中所体验到的价值决定。同时，相较于在其他方向上的深耕，服务商在利用社群思维，对消费者群体进行进一步分类，提供更有针对性的个性化，定制化服务的努力将对提高消费者信任度，进而提高消费者的第三方支付使用意愿产生更积极有效的影响。

关键词：个体 第三方支付 风险感知 使用意愿

An Empirical Research On The Relations Between Individual Risk Perception And Customers’ Acceptance Of Third-Party-Payment Services

Abstract

In recent years, third-party-payment services represented by Wechat Payment and Alipay have gained substential momentum for in-depth development, simultaneously, consumers’ thinking modes for transaction and purchasing are upgrading acceleratingly in this process. Therefore, looking deeper into what is happening and changing and actively exploring the differences of risk perception between diverse groups of comsumers serve, undoubtedly, as indespensible steps in delineating an overall , and more authentic map for further development and amelioration of third-party-payment services. On the basis of Technology Acceptance Model and Value Acceptance Model, this paper aims to outline the interaction mechanism between consumers’ risk perception and their inclination to accept third payment services in an empirical way. Specifically, the first chapter is set as general introduction, which mainly looks at theme and thread of this paper, social background of this field and necessities for further research; the second part is review, which provides a three-phrase perspective for the existing researches that vaults forward timed logically; the third chapter named The Construction of Theoretical Model, which illustrates how the model of this paper is worked out and what innovation and inclusiveness it has achieved.The fourth, fifth sections center on empirical analysis, and thereby produce targeted solutions. On the basis of prudent analysis, statistically and empirically, the paper finds that, in comparison with perceived risks, perceptive values that consumers extract from their consuming experiences online have much more significant absolute influence on their acceptance rate to third party payment services. On the other hand, for third party payment service providers, endeavors to tailor and customerize their consumers in different market segments may tap the greatest potential of consumer confidence, and thus enact much more efficient and effective results in the pursuit of higher third-party-payment service consumer receptance.

Keywords: Individual;Third-party-payment;Risk perception;Consumer receptance

目 录

摘 要 I

Abstract II

第一章 绪 论 1

第二章 文献综述 2

2.1 基于TAM的研究模型 2

2.2 感知风险与TAM相结合 2

2.3 TAM模型与VAM模型在感知风险的补充下相结合 3

第三章 理论模型的构建 5

3.1 模型框架说明 5

3.2 模型架构图示与模块测度项明细 9

第四章 实证分析 12

4.1 数据来源，频数及描述性统计 12

4.2 信度与效度分析 15

4.3 相关性分析，SEM分析及外部变量模块假设验证 18

第五章 实证总结及对策建议 39

5.1 实证总结 39

5.2 对策建议 41

结 语 43

参考文献 44

致 谢 46

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