微信支付用户使用意愿影响因素分析-(5841)

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1、themarketingsuggestionsincluding:increasingpaymentitemstoimproveuser’sperceivedusefulness;simplifyingtheoperationalprocesstoimprovetheuser’sperceivedeaseofuse;increasingpaymentscenariotoimproveuser’sperceivedmobility;strengtheningthepaymentsecuritytoreduceuser’sperceivedri

2、sk;facilitatingmarketingcommunicationtoimproveuser’sawarenessofproducts.Keywords：WeChatPayment,TAMModel,CAMModel,UseIntention万方数据目录第一章绪论..............................................................11.1研究背景............................................................11.1.1智

3、能手机用户规模迅猛增长........................................11.1.2微信支付迅速发展................................................21.1.3消费者生活习惯和消费方式转变....................................21.2研究目的、研究意义及创新点..........................................31.2.1研究目的...................................

4、.....................31.2.2研究意义........................................................41.2.3创新点..........................................................51.3研究思路............................................................51.4研究方法...........................................

5、.................61.5研究内容............................................................7第二章相关理论与文献综述................................................92.1电子支付、移动支付和手机支付........................................92.1.1概念界定及分类..................................................92.1.2

6、电子支付使用行为意愿影响因素的研究成果.........................112.2相关研究理论及模型.................................................132.2.1技术接受模型（TAM）............................................132.2.2个性化及情景依赖服务整合模型（CAM）............................152.2.3感知风险理论.....................................

7、..............16第三章研究设计与假设...................................................183.1研究假设的提出.....................................................183.1.1影响感知有用性的因素...........................................183.1.2影响使用态度的因素.............................................193.1.3影响使

8、用意愿的因素..............................................193.2变量的定义...........................