发布时间 : 星期三 文章旅游移动支付风险评价及其对游客信任的影响更新完毕开始阅读840d1987c8d376eeaeaa31b6
旅游移动支付风险评价及其对游客信任的影响
姓名：杜丁一 导师:彭润华 副教授 专业：企业管理 研究方向：电子商务 年级：2012级
摘要
随着近代互联网的飞速发展，可移动的商务在这种大的趋势环境下应运而生，各种运营商和服务提供机构开发出来了各种各样的移动支付服务，它作为一种高效并且简单易用的支付工具，开始出现在了各种各样的行业模式中，它的这种支付理念是顺应了时代的发展而且提高了商业服务的质量更加改善了支付方式的水平，它代表了一种新的技术的崛起，但是事实的发展却与这种新的高效的支付手段背道而驰，著名的调查科研公司所调查的数据揭示了目前这一尴尬的情况，虽然目前的移动支付市场规模正在扩大，移动市场的服务水平正在迅速的提高，但是真正使用到移动支付的客户占所有支付方式的比例是最低的。目前比较主流的研究者认为，消费者是否使用某一种支付方式主要是以感知风险为主要的判定标准，这一判定标准是影响消费者接受和使用移动支付的关键之所在，因此，大批学者以此研究方向进行了各种研讨。虽然从20世纪中期开始就已经有研究者对此开展了研究，但是消费者感知的风险这一概念过于庞大和复杂，这一急需解决的领域仍然存在这大量的问题待去解决，比如一些度量问题都需要学者的进一步研究，因此当前这一领域有必要基于消费者购买决策过程对消费者感知风险作用机理和动态变化特征以及评价方法进行以系统全面地研究，并提供实证检验等等。
本文是以旅游服务这一行业进行单一行业调查研究，旅游移动支付风险评价对游客信任的影响，建立模型，这一模型的建立主要是基于的还是消费者对风险的感知和对移动支付行为的兴趣，然后展开进一步的研究，主要的研究内容如下： 以目前移动支付中表现最为突出的电子钱包为移动支付的本源，然后就移动支付的整体构架，业务的主要过程和核心的技术进行一个详细的分析和研究，并且主要为明确研究对象的行为特征，为以后的研究打好牢固的技术手段和技术基础。然后，以感知风险理论和技术为基础模型，从个体单位角度出发进行立体全方位手段构建起基于消费者风险偏好的移动支付，利用架构方程式模型方法对整个模型构架进行反复的检测，经过严格的分析结果推出结论：消费者对支付方式的风险感知针对移动支付行为意向有着相当明显的影响，而消费者风险偏好并不显著的影响移动支付的消费者行为的取向；根据实证，研究结果，引进更加客观的数学理论方式，概率论和效用函数分析工具，以基础假设为基础条件，本篇文章主要是提出了消费者对与风险偏好的感知风险量度模型，对感知风险基本形式和度
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量方式的理论模型就行了一个扩展。
在根据前一理论基础模型的基础上，以权变理论和消费者购买的决策理论为基础，结合风险控制的专业理论知识，创建移动支付风险管理模型，并为移动支付消费者对与感知风向的基本理论的实证研究铺垫基础，然后基于实证结果和现有研究文献对移动支付消费者感知风险因素的研究成果为基本理论，创建一套能够度量出确定指标的风险感知体系，再以数学理论中的模糊数学为研究方法，展开一系列的对移动支付的风险评价模型研究；最后通过应用实例对评价的模型进行检验。
关键词：移动支付
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评价模型模糊数学
消费者感知风险
Abstract
With the rapid development of the modern Internet, mobile commerce in this big trend emerged environment, a variety of carriers and service providers developed a wide range of mobile payment services, it acts as an efficient and easy to use payment instruments, began to appear in a variety of industries model, it's such a payment is in line with the concept of development of the times but also improve the quality of business services more improved level of payment, which represents the the rise of a new technology, but the development of the facts, but with this new and efficient means of payment, contrary to well-known survey research company survey data reveals that the current embarrassing situation, although the current mobile payment market is expanded level of service the mobile market is rapidly improving, but the real use to the customer's mobile payment accounts for payment of all proportion is the lowest. Researchers believe now more mainstream, consumers are using a particular payment method mainly perceived risk as the main criteria, the criteria that affect consumer acceptance and use the key to mobile payment, therefore, a large number of scholars In this research conducted various seminars. From the mid-20th century, although it has researchers conducted this study, but the risk of consumer perception of this concept is too large and complex, the need to solve a lot of these areas there are still issues to be resolved, such as some measure questions need further research scholars in this field is necessary so the current consumer buying decision process based on consumer risk perception mechanism and dynamic characteristics and evaluation methods to systematically and comprehensively research and provide empirical tests and so on. This article is based on tourism and services industries a single industry research, risk assessment of the impact of mobile payment tourism tourists trust model, the establishment of this model is mainly based or consumer perception of risk and payment of mobile behavior interest, and then expand further research, the main contents are as follows:
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Behavioral characteristics of the current performance of the most prominent mobile payment wallet for the origin of mobile payments, and then a detailed analysis and study of the overall framework of mobile payments, the primary process and the core of the technology business, and mainly for the explicit object of study for future research to lay a solid foundation of technical means and technologies. Then, perceived risk theory and technology-based model, from the perspective of individual units means of three-dimensional full-build mobile payment based on the risk appetite of consumers, the use of architecture equation modeling approach for the entire model framework for repeated testing, rigorous The results a conclusion: consumer risk perception of payment for mobile payment behavior intention has a very significant impact, and risk appetite of consumers do not significantly affect the orientation of mobile payments in consumer behavior; based on empirical findings, the introduction of more objective way of mathematical theory, probability theory and utility function analysis tools to the underlying assumptions for the basic conditions, this article is mainly made to measure consumer perception of risk models and risk appetite, risk perception of the basic forms and metrics a theoretical model on the line extension.
In accordance with the basis of the theoretical basis of the previous model, decision theory to the contingency theory and consumer purchases, combined with professional knowledge of risk control, risk management model to create mobile payments and mobile payments and consumer perception of wind Empirical Study of the basic theory of foreshadowing basis, then the perception of risk factors empirical research results and existing literature on consumer-based mobile payment as the basic theory, be able to create a set of indicators to determine the measure of risk perception system, and then to the mathematical theory fuzzy mathematics research methods, launched a series of evaluation of risk models for mobile payments; and finally an application example of the evaluation of the model tested.
Keywords: Mobile payment consumer perceived risk evaluation model fuzzy mathematics
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