管理评论

›› 2016, Vol. 28 ›› Issue (6): 229-240.

• 案例研究 • 上一篇    

基于TAM/TPB的感知风险认知对用户信任及其行为的影响研究——以支付增值产品余额宝为例

杨翾1, 彭迪云2,3, 谢菲2   

  1. 1. 南昌大学管理学院, 南昌 330031;
    2. 南昌大学经济管理学院, 南昌 330031;
    3. 南昌大学公共管理学院, 南昌 330031
  • 收稿日期:2015-11-02 出版日期:2016-06-28 发布日期:2016-07-07
  • 作者简介:杨翾,南昌大学管理学院博士研究生;彭迪云,南昌大学公共管理学院院长,经济管理学院教授,博士生导师,博士;谢菲,南昌大学经济管理学院讲师,博士。
  • 基金资助:

    国家自然科学基金项目(71263039);江西省研究生创新专项资金项目(YC2014-B006);江西发展升级推进长江经济带建设协同创新中心项目(2100000409)。

A Study on the Effects of TAM/TPB-based Perceived Risk Cognition on User's Trust and Behavior Taking Yu'ebao, a value-added Payment Product, as an Example

Yang Xuan1, Peng Diyun2,3, Xie Fei2   

  1. 1. School of Management, Nanchang University, Nanchang 330031;
    2. School of Economics and Management, Nanchang University, Nanchang 330031;
    3. School of Public Management, Nanchang University, Nanchang 330031
  • Received:2015-11-02 Online:2016-06-28 Published:2016-07-07

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摘要：

互联网理财市场的健康发展有赖于消费者的理性行为选择。整合传统消费者行为模型TAM/TPB的研究测量模型,结合消费者内在特征,把感知风险划分为功能性和情感性两个风险维度,共同探讨感知特性、感知风险和信任这三个重要因素对消费者行为意愿的影响以及前置因素之间的逻辑关联,并导入结构方程模型进行检验。研究结果发现:消费者信任是影响其行为选择的首要关键因素;不同维度的感知风险对信任存在强弱影响,其中功能性风险较情感性风险显著负向影响信任;不同感知特性也会影响信任。最后提供的重要建议是:只有政府、经营企业、消费者等市场参与方协同,有效提高消费者感知特性水平,切实保障其合法权益,才能既显著降低感知风险,又直接提升信任,从而促进行为意愿的真实发生。

关键词: 互联网理财, 信任, 感知风险, 消费者行为, TAM/TPB模型

Abstract:

The sound development of the Internet payment market depends on consumers' rational behavior choice. By integrating the traditional consumer behavior model, TAM/TPB, and internal characteristics of consumers, perceived risks are classified into two types, namely, functionality and emotionality risks. This study discusses the effects of the three important factors, namely, perceived characteristics, perceived risk and trust, on the consumer's behavioral intention, as well as the logical relationships among the leading factors. Also, a structural equation model is used for testing. Results show that consumers' trust is the first critical factor to determine their behavior choices. Different dimensional perceived risks have dynamic influences on trust, in which the functionality risk shows more negative influence on trust than the emotionality risk, and different perceived characteristics also affect trust. Therefore, a policy conclusion can be drawn from the results that the levels of consumer's perceived characteristics can be improved only when the market participants, for example, the government, enterprises and consumers, cooperate closely, meaning that their legal interests can be guaranteed and perceived risks can be reduced significantly, and in return to enhance trust directly, and consequently to promote the actual occurrence for behavioral intention.

Key words: Internet financial management, trust, perceived risk, consumer behavior, TAM/TPB model