摘要
基于UTAUT模型,引入感知风险、替代软件等2个变量进行修正,构建农信社手机银行使用行为影响因素研究模型,并运用结构方程模型、Bootstrap中介检验、多群组分析等方法对福建省农户调查数据进行实证分析。研究发现:(1)感知易用性显著正向影响农信社手机银行使用意愿;感知风险和替代软件显著负向影响农信社手机银行使用意愿;社会影响对农信社手机银行使用意愿影响不显著。(2)便利条件和使用意愿显著正向影响农信社手机银行使用行为;农信社手机银行使用行为影响因素由大到小依次为便利条件、替代软件、感知风险、感知易用性。(3)教育在感知易用性对农信社手机银行使用意愿影响中具有调节作用。据此提出,应进一步增强操作的便利性以优化业务办理效率,增强信息的安全性以降低软件使用风险,增强软件的特色性以降低软件可替代性,增强软件的易用性以优化便捷使用体验,从而优化农村金融服务供给,助推农村经济发展。
Based on the Unified Theory of Acceptance and Use of Technology(UTAUT),the two variables of perceived risk and alternative software are introduced to modify,and the research model of the influence factors of use behavior of rural credit cooperatives mobile banking is constructed,and the structural equation model,bootstrap mediation test,multi group analysis are used to empirically analyze the survey data of farmers in Fujian.The results show that:perceived ease of use has a significant positive impact on the willingness of rural credit cooperatives to use mobile banking;perceived risk and alternative software have a significant negative impact on the use willingness of rural credit cooperatives mobile banking;social impact has no significant impact on the use willingness of rural credit cooperatives mobile banking.Convenience conditions and willingness to use significantly positively affect the use behavior of rural credit cooperatives mobile banking.The influencing factors of use behavior on rural credit cooperatives mobile banking are convenience conditions,alternative software,perceived risk and perceived ease of use.Education plays a moderating role in the influence of perceived ease of use on the use willingness of rural credit cooperatives mobile banking.Therefore,the convenience of operation should be further enhanced to optimize the efficiency of business processing,enhance the security of information to reduce the risk of software use,enhance the characteristics of software to reduce software substitutability,and enhance the ease of use of software to optimize the convenient use experience,so as to optimize the supply of rural financial services and promote the development of rural economy.
作者
李自强
叶伟娇
陈佑成
林榅荷
LI Zi-qiang;YE Wei-jiao;CHEN You-cheng;LIN Wen-he(Anxi College of Tea Science,Fujian Agriculture and Forestry University,Quanzhou,Fujian 362406,China;College of Management,Fujian Agriculture and Forestry University,Fuzhou,Fujian 350002,China)
出处
《福建农林大学学报（哲学社会科学版）》
2020年第1期55-64,共10页
Journal of Fujian Agriculture and Forestry University(Philosophy and Social Sciences)
基金
农业农村部资助项目(KMD18003A)
福建省软科学项目(2019R0036)
福建省中青年教师教育科研项目(JA170144)
关键词
农信社手机银行
使用意愿
使用行为
修正UTAUT模型
rural credit cooperative mobile banking
use willingness
use behavior
modified UTAUT model
