摘要
基于理性认知的经典技术接受理论已经难以全面解析用户对于支付服务的使用行为和意愿,与此同时,用户附着在各种移动支付服务上的情感却存在很大的差异,对于一些新兴小众产品,用户投射在其上的情感强度很可能潜在地成为其在商业上取得成功的关键。作为一种小众支付服务的Apple Pay,自上市以来,用户的使用意愿低一直是其发展过程中遇到的最大问题,因此,有必要研究情感因素与理性因素如何相互作用并影响用户对Apple Pay的使用意愿。基于计划行为理论,结合情感依恋视角,构建用户对Apple Pay使用意愿的理论模型,并探究情感依恋影响用户使用意愿的机制。为验证研究假设,在线收集202份有效问卷,采用Smart PLS 2. 0软件进行实证分析。研究结果表明,(1)感知收益、社会规范和移动支付经验对用户使用Apple Pay的意愿有显著的正向影响;(2)情感依恋对用户使用Apple Pay的意愿有显著的直接作用,还会显著削弱感知收益和移动支付经验对用户使用Apple Pay意愿的正向作用,并边际增强社会规范与用户使用Apple Pay意愿之间的关系。在理论层面,界定了情感依恋对于用户采纳Apple Pay的影响,在一定程度上拓展了技术接受理论,并将情感依恋和计划行为理论统一到一个理论框架内。同时揭示了情感依恋会降低用户采纳Apple Pay时的条件要求,可以为后续对非理性因素的研究提供思路。在管理实践层面,研究结果也对Apple Pay这类小众产品在技术趋同而又竞争激烈环境下的推广具有重要的指导意义。
In practice, users are becoming more and more congruent upon functions and utilities of various mobile payment services. It is difficult to distinguish which payment service is superior to others. Therefore, it＇s hard to comprehensively understand users＇ behavior of using, and intention to use, payment services by employing classic acceptance theories based on rational cognition. However, emotions attached to some payment services significantly vary among users. Particularly to some niche products, attached emotions may potentially enable its business success. And as a kind of niche products, Apple Pay has been trapped by its low adoption rate since its initiation. Therefore, it is necessary to investigate how emotional factors and rational factors interact with each other, and how they work together to influence users＇ intention to adopt Apple Pay. Drawing upon extant relevant literature, and specifically based on theory of planned behavior（TPB） and from the perspec- tive of emotional attachment, we propose a theoretical model to predict user＇s intention to use Apple Pay, and explores the mech- anisms through which emotional attachment affects usage intention. Specifically, rational cognitive antecedents（ i. e. , perceived benefits, social norm and experience of using mobile payment） and emotional attachment can directly affect behavioral intention, and emotional attachment can attenuate the effects of cognitive antecedents on behavioral intention. To validate research hypotheses, data of 202 valid questionnaires were collected online and analyzed by SmartPLS 2.0 software. The results show that ①TPB antecedents （i.e., perceived benefits, social norms and mobile pay experience） have significant positive impacts on users＇ intention to use Apple Pay; ②emotional attachment can both significantly affect users＇ intention to use Apple Pay positively, and moderate the relationships between TPB antecedents and users＇ intention to use Apple Pay. This study integrates emotional attachment and TPB into a unified theoretical framework, and reveals how emotional attachment affects behavioral intention, which opens a new window for further research attempting to investigate irrational factors. The research findings can also make contributions to the promotion of niche products and services like Apple Pay in the convergent and competitive market.
作者
彭泽余
刘丛加
张倩茜
沈嘉莹
PENG Zeyu;LIU Congjia;ZHANG Qianqian;SHEN Jiaying(School of Business, East China University of Science and Technology, Shanghai 200237, China;School of Management, Harbin Institute of Technology, Harbin 150001, China;Shanghai Bertelsmann-Arvato Information Services Co. Ltd, Shanghai 200072, China)
出处
《管理科学》
CSSCI
北大核心
2018年第4期79-90,共12页
Journal of Management Science
基金
国家自然科学基金(71571068)~~
