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- 저자 : 张明明 ( Zhang Ming Ming ) (검색결과 1 건)
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全冬梅 ( Quan Dong Mei ),张明明 ( Zhang Ming Ming ),庆成林 ( Qing Cheng Lin ) 한국외국어대학교 중국연구소 2019 中國硏究 Vol.81 No.-
Mobile payment Apps such as Alipay, WeChat payment and Union-Pay are emerging in endlessly, and the competition in the mobile payment market is becoming increasingly severe. This paper divides the mobile payment Apps into perceived benefits and perceived sacrifices based on their characteristics. By means of questionnaire survey, 350 questionnaires were collected, among which 309 were valid. In addition, the model was tested by reliability analysis, validity analysis, structural equation model and path analysis. Finally, the data processing results show that:Consumer innovation has a positive effect on the perceived benefits of mobile payment Apps, that is, the higher the consumer innovation is, the higher the perceived usefulness, perceived ease of use and perceived entertainment are. Perceived benefits positively influence the perceived value of mobile payment Apps, and then promote the use intention of consumers. Perceived benefits and perceived value play a mediating role between consumers' innovation and their willingness to use mobile payment Apps.The above research conclusions clearly define the impact and function mechanism of consumer innovation on the intention to use mobile payment Apps. Therefore, the following suggestions are put forward to mobile payment enterprises: Position innovation groups and pay attention to the word-of-mouth effect. Optimize product functions and enhance the perceived usefulness of consumers. Simplify operation steps and promote advertising. Reduce payment risks and increase security guarantee.
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