基于风险视角的移动支付用户采纳及创新扩散机理研究

项目名称： 基于风险视角的移动支付用户采纳及创新扩散机理研究

项目编号： No.71301089

项目类型： 青年科学基金项目

立项/批准年度： 2014

项目学科： 管理科学

项目作者： 杨永清

作者单位： 山东工商学院

项目金额： 20.5万元

中文摘要： 移动商务兴起为移动支付发展创造了机遇，3G网络、近距离无线通信技术的应用以及智能终端的普及为其发展提供了技术条件，怎样促进移动支付用户采纳及扩散成为亟待解决的问题。移动支付不同于其他移动服务的显著特点在于其风险性，因此，本项目基于风险视角对用户个体层面的采纳行为和用户群体层面的互动及扩散机理进行研究，以揭示影响用户采纳移动支付的关键因素，特别是风险因素的作用机理，以及用户扩散的内外动因、路径及规律。本项目分别对移动支付的商户和消费者用户采纳行为进行实证分析；构建商户和消费者用户共同参与移动支付的协调及激励机制；将基于多智能体系统的模型用于模拟移动支付用户微观互动行为，以此涌现出宏观的用户扩散规律；最后提出促进用户普遍接受和扩散的策略。本研究将进一步完善用户采纳理论、感知风险理论，丰富创新扩散理论，弥补在移动支付商户采纳及用户群扩散研究方面的不足；在实践上为我国移动支付业的发展提供理论指导。

中文关键词： 移动支付；感知风险；创新扩散；采纳/接受；O2O电商模式

英文摘要： The rising of mobile commerce creates huge opportunities for mobile payment, and the application of 3rd generation mobile telecommunication, near-field wireless telecommunication technology, and the popularity of intelligent terminals provide the technology conditions for its development, then how to promote the adoption and diffusion of users has been an urgent headache facing telecommunication operators and service providers. The significant difference between mobile payment and other mobile services is its risk characteristic, therefore, from the perspective of risk, the adoption of individual user and the diffusion of user group should be studied in order to discover the crucial factors, especially the risk factor, influencing the adoption of users, and the forces, paths, and principles of user diffusion. Firstly, the adoption of business users and consumer users will be empirically tested respectively. Secondly, the coordination and stimulation strategies for business users and consumer users mutually participation in mobile payment will be developed. And then, the model based on multi-agent system will be constructed to simulate users' micro-interaction in order to present the macro-principles of user diffusion. Finally, the strategies for promoting users' adoption and diffusion will be proposed. This proj

英文关键词： mobile payment；perceived risk；innovation diffusion；adoption/acceptance；O2O ecommerce