预测移动支付采纳倾向的关键因素研究--基于神经网络模型的分析

摘要

移动支付的采纳对移动商务的发展至关重要。以技术准备理论为基础，对TAM模型进行拓展，结合297份有效样本数据，运用神经网络模型检验预测用户移动支付采纳倾向的关键因素，并与多元回归分析的结果进行比较。研究表明，神经网络模型优于多元回归模型，感知有用性和感知易用性是预测移动支付采纳倾向的最重要因素，之后依次为不适感、乐趣、创新性和不安全感。结合研究结果，对移动支付未来发展提出建议。%The adoption of mobile payments is crucial to the development of mobile commerce .Based on the revised dimensions of technology readiness ,we construct the mobile payment adoption inclination model by integrating the Technology Acceptance Model .With the data of 297 samples ,neural network model is used to predict mobile payment adoption inclination determinants ,and the model is compared with the results from multiple regression analysis .The results show that the neural network model outperforms the multiple regression model , perceived usefulness and perceived ease of use are the most significant predictors of mobile payment adoption inclination ,discomfort ,enjoyment ,innovativeness and insecurity are followed .Finally ,the findings are discussed and suggestions for the development of mobile payment are proposed .