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《微信支付用戶使用意愿影響因素分析-(5841)》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在行業(yè)資料-天天文庫(kù)。
1、themarketingsuggestionsincluding:increasingpaymentitemstoimproveuser’sperceivedusefulness;simplifyingtheoperationalprocesstoimprovetheuser’sperceivedeaseofuse;increasingpaymentscenariotoimproveuser’sperceivedmobility;strengtheningthepaymentsecuritytoreduceuser’sperceivedri
2、sk;facilitatingmarketingcommunicationtoimproveuser’sawarenessofproducts.Keywords：WeChatPayment,TAMModel,CAMModel,UseIntention萬方數(shù)據(jù)目錄第一章緒論..............................................................11.1研究背景............................................................11.1.1智
3、能手機(jī)用戶規(guī)模迅猛增長(zhǎng)........................................11.1.2微信支付迅速發(fā)展................................................21.1.3消費(fèi)者生活習(xí)慣和消費(fèi)方式轉(zhuǎn)變....................................21.2研究目的、研究意義及創(chuàng)新點(diǎn)..........................................31.2.1研究目的...................................
4、.....................31.2.2研究意義........................................................41.2.3創(chuàng)新點(diǎn)..........................................................51.3研究思路............................................................51.4研究方法...........................................
5、.................61.5研究?jī)?nèi)容............................................................7第二章相關(guān)理論與文獻(xiàn)綜述................................................92.1電子支付、移動(dòng)支付和手機(jī)支付........................................92.1.1概念界定及分類..................................................92.1.2
6、電子支付使用行為意愿影響因素的研究成果.........................112.2相關(guān)研究理論及模型.................................................132.2.1技術(shù)接受模型（TAM）............................................132.2.2個(gè)性化及情景依賴服務(wù)整合模型（CAM）............................152.2.3感知風(fēng)險(xiǎn)理論.....................................
7、..............16第三章研究設(shè)計(jì)與假設(shè)...................................................183.1研究假設(shè)的提出.....................................................183.1.1影響感知有用性的因素...........................................183.1.2影響使用態(tài)度的因素.............................................193.1.3影響使
8、用意愿的因素..............................................193.2變量的定義...........................
