影响大学生移动支付意向的因素分析毕业论文已处理.doc

影响大学生移动支付意向的因素分析毕业论文 摘 要 移动商务时代已悄然走进我们的生活,移动商务的发展离不开完善的支付手段。移动支付作为一种崭新的支付方式,具有方便、快捷、多样性等优势,而且能带动相关行业的整体发展。随着我国手机用户和信用卡用户的不断增加,3G技术的成熟与推广,国家构建物联网设想的付诸实施等,移动支付市场具有巨大的潜力,但是,与日本、韩国、欧美等已开展移动支付业务良好的国家和地区相比,我国的移动支付业务正处于起步阶段,并不为消费者广泛认知和接受。同时,使用移动支付的人群主要是年轻人,而大学生又是其中的一个主要群体,他们对移动支付的使用意向如何对整个移动支付市场有着重要的影响。基于上述背景,本课题选择大学生为研究对象进行移动支付使用意向的因素分析具有重大的现实意义。 本课题以科技接受理论为基础,集成创新扩散理论、认知风险理论,构建了移动支付使用意向的影响因素研究模型,提出了相关的假设。然后根据所提出的模型,设计了调查问卷,在浙江万里学院内展开对大学生这一年轻群体有关移动支付使用意向的因素探究,根据研究结果,并结合移动支付的特点和国内移动支付业务的发展实际,对移动支付业务的发展和营销提出了相应的对策。 关键词:移动支付;科技接受模型;创新扩散理论;认知风险 Abstract The era of mobile commerce has quietly entered our lives; mobile commerce can not develop without a sound means of payment. As a new means of payment, mobile payment is not only with the convenient, fast, diverse and other advantages, but also promotes the overall development of related industries. As an increasing number of mobile phone users and credit card users in China, with the development of 3G technology, the implementation of Internet of Things which nation has constructed, the mobile payment market has enormous potential. However, compared with developed nations and regions where has been well-developed in mobile payment, such as Japan, Korea, Europe and America, while our Chinese mobile payment service is at the stage of learning to fly, and not widely known and accepted by consumers. At the same time, users of mobile payment are mainly young people, and college students are one of the major groups, their intention to use mobile payment has an important effect on the market of mobile payment as a whole. Based on the above background, this topic chosen for the university students who are as objects of study to analyze the factor of the intention to use mobile payment is of great practical significance. The paper is based on technology acceptance theory, and combines integrated innovation diffusion theory, perceived risk theory to construct a mobile payment study with the intention of influe