旅游移动支付风险评价及其其对游客信任影响.docVIP

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, its 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 customers 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