近场支付服务商户采纳行为影响因素分析-analysis on influencing factors of near-field payment service merchants adoption behavior.docxVIP

I I 摘 要 2013 年中国移动支付市场进入爆发式增长阶段，总体交易规模突破 13010 亿元，同比增长率高达 800.3%。来自易观智库的数据显示，移动支付在我国取 得了迅猛的发展，且势不可挡。然而援引自艾瑞咨询统计数据，近场支付在我国 移动支付市场交易规模的 2.6%。被人们普遍看好，并且寄以厚望的 NFC 近场支 付在细分市场上竟是如此惨淡。随着移动支付业务的蛋糕越做越大，越来越多的 公司和企业开始关注移动支付市场。事实上，在移动支付这块蛋糕上参与分抢的 不仅有三大运营商，也不是只有银联，还有已经在互联网第三方支付上占有地盘 的支付宝、财付通等；而在标准不统一、商业模式不清晰、用户移动支付习惯尚 未养成的初级阶段，各方是八仙过海各显神通。本文以信息技术采纳习惯理论为 基础，针对服务商户使用近场支付的特点，充分考虑可能影响服务商户采纳近场 支付的内部和外部因素，构建一个解释商户采纳近场支付行为的综合模型，结合 调查问卷和个别深度访谈的方法，对服务商户采纳使用近场支付的行为进行实证 分析，研究影响服务商户采纳近场支付的关键因素，并对这些因素进行分析，以 促进近场支付的推广。 关键词：近场支付，TOE 框架，采纳 II II Abstract Chinese mobile payment market in 2013 into the explosive growth phase, the overall transaction volume of above 1.301 trillion yuan , more than 800.3 percent on year growth . Data from Analysis eguan shows that mobile payment in China has made a rapid development, and irresistible. However, citing statistics from iResearch , the near field payment only share 2.6% in the market of Chinas mobile payment . NFC, which people are generally optimistic to, in the payment market segments did a bad job. With mobile payment services cake bigger and bigger, more and more companies and businesses begin to pay attention to the mobile market. In fact, the mobile payment includes the three operators, China UnionPay, Paypal and Tenpay. While standards are not uniform, business model is not clear, the user habits are not developed, the parties active performance. In this paper, information technology adoption habits theory, for services paid by merchants to use near-field characteristics , fully consider the possible impact of the adoption service businesses near field of internal and external factors that paid to build an explanation merchant adoption of near field payment behavior comprehensive model that combines questionnaire and individual depth interviews approach adopted for service businesses pay to use near-field behavior of empirical analysis, research the key factors affecting service businesses near field payment adoption , and to analyze these facto