消费者使用移动支付购买旅游产品意愿的实证研究——基于技术接受模型与计划行为理论模型
An Empirical Study on Consumers' Intention of Buying Tourism Products with Mobile Payments——An Integration Model of TAM and TPB
作者：郭英之;李小民;
Author：
收稿日期： 年卷（期）页码：2018,219(06):-159-170
期刊名称：四川大学学报(哲学社会科学版)
Journal Name：Journal of Sichuan University (Social Science Edition）
关键字：移动支付;旅游产品;购买意愿;技术接受模型;计划行为理论
Key words：
基金项目：国家社会科学基金重大项目“推动文化产业成为国民经济支柱性产业的战略层面及支撑体系研究”(12&ZD024);;
国家自然科学基金“基于旅游感知的旅游业发展对目的地居民生活质量影响的实证研究”(71073029);“基于农业旅游目的地的旅游客源忠诚度区域差异实证研究”(71373054)
中文摘要
随着移动设备使用量增加、移动网络升级,旅游电商企业面临机遇与挑战。一方面移动支付能创造在销售及管理方面的创新,另一方面缺乏对消费者使用移动支付购买旅游产品信息的反馈。基于技术接受模型与计划行为理论,建立针对理论模型相关潜变量组合而成的研究模型,利用结构方程建模分析消费者购买意愿,发现使用态度、感知易用性、感知有用性、感知配合度、主观规范、个体移动性是影响使用意愿的重要因素。未来旅游者将会更多地使用移动支付来购买旅游产品,旅游企业应在加强支付安全环境的前提下,利用调研深入了解消费者支付习惯和方式,通过提升应用和网页操作便捷性,丰富移动操作功能,实现企业的新零售创新。
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