基于TAMTPB整合模型的虚拟货币支付行为实证研究.pdfVIP

预测 Vo 1. 32 , No.3 FORECASTING 2013 年第3 期 基于TAM/TPB 整合模型的虚拟货币支付行为实证研究 赵勃升1. 王晓东2 (1.广东金融学院工商管理系，广东广州 510521; 2. 暨南大学经济学院，广东广州 510632) 摘 要:本文在计划行为理论、技术接受行为的理论基础上，实证分析了虚拟货币支付的行为结构，发现:信任通 过技术有用性/技术易用性两个中介变量作用于行为意向;主观规范对信任、感知行为控制的影响力的发挥具有 调节能力。得出结论:虚拟货币支付行为是一种复合行为，内涵了使用动机的计划理性，内涵了对网络技术的学 习和操作，也内涵了对货币价值的判断。这种复合行为结构模式为虚拟货币宏观制度的制定提供了基于微观视 角的证据和建议。 关键词:虚拟货币;行为; TAM; TPB 中图分类号:F713.55 文献标识码:A 文章编号: 1003-5192 (2013) 03-0055-05 The Empirical Research about Virtual Currency Paying Behaviors Based on TAM/TPB Model 1 2 ZHAO Qing-sheng , W ANG Xiao-dong (1. School 0/ Business Administration , Guangdong University 0/ Finance , Guangzhou 510521 , Chinα; 2. College 0/ Economics , Jinan University , Guangzhou 510632 , Chinα) Abstract:Based on the theory of TAM TPB , this article empirically analyses the behavioral structure of purchasing with virtual cuπency. The results show that trust influences the intention of transaction through mediator which includes perceived usefulness and perceived ease of use. 1t also indicates that subjective norm can adjust the effectiveness of trust and perceived behavior contro l. The conclusion is that virtual cuπency purchasing is a compound behavior which in- cludes planning , learning of information technology and the judgement of currency value. This compound behavior offers microcosmic evidences and suggestions to the construction of macroscopical virtual cuπency institution. Key words: virtual cuπency; behaviors; TAM; TPB 虚拟货币的使用行为与一般网购相同之处在 1 引言