| 基于TAM/TPB和感知风险的余额宝使用意愿影响因素实证研究 |
| |
| 引用本文： | 罗长利,朱小栋.基于TAM/TPB和感知风险的余额宝使用意愿影响因素实证研究[J].现代情报,2015,35(2):143-149. |
| |
| 作者姓名： | 罗长利 朱小栋 |
| |
| 作者单位： | 上海理工大学管理学院, 上海200093 |
| |
| 基金项目： | 教育部人文社会科学青年基金项目(项目编号:12YJC870037);教育部高等学校博士学科点基金项目(项目编号:20123120120004) |
| |
| 摘 要： | 目前有关余额宝用户行为的研究比较少,本文基于技术接受模型、计划行为理论,整合感知风险理论,对用户余额宝使用意愿影响因素进行研究,构建了用户余额宝使用意愿影响因素模型,并进行实证分析。结果表明,感知易用性、感知有用性、感知收益、主观规范和感知行为控制正向影响用户对余额宝的使用意愿,安全风险、经济风险和时间风险对用户的使用意愿有显著的负面影响,社会风险和心理风险对使用意愿没有显著的影响。
|
| 关 键 词： | 余额宝 使用意愿 影响因素 技术接受模型 计划行为理论 感知风险 |
Empirical Study on Factors Influencing Customers' Intention of Yu Ebao Based on TAM/TPB with Perceived Risk |
| |
| Authors: | Luo Changli;Zhu Xiaodong |
| |
| Institution: | Business School, University of Shanghai for Science and Technology, Shanghai 200093, China |
| |
| Abstract: | Currently there is limited empirical work on customers' behavior that use Yu Ebao.Based on Technology Acceptance Model(TAM)and theory of planned behavior(TPB),this paper proposes a theoretical model to explain the factors that influence customers' intention to use Yu Ebao.Then the paper tests the model by questionnaire and finally draws the conclusion.The results indicate that the intention to use Yu Ebao is positively affected mainly by perceived ease of use,perceived usefulness,perceived benefit,subjective norm,as well as perceived behavior control and is adversely affected mainly by security risk,financial risk and time risk.Social risk and psychological risk have little impact on the customers' intention to use Yu Ebao. |
| |
| Keywords: | |
| 本文献已被 CNKI 等数据库收录！ |
| 点击此处可从《现代情报》浏览原始摘要信息 |
| 点击此处可从《现代情报》下载免费的PDF全文 |
|
