影响接受移动支付业务决定因素的实证研究

From a global perspective, the development of 3G services in China is quite different from other countries. The factors that influence user's adoption of mobile payment are worth exploring. This study employs the Technology Acceptance Model (TAM) to examine determinant factors affecting consumer's acceptance intentions of mobile payment. We adopt Hofstede's cultural dimensions as moderators to extend the TAM model for exploring the impact of uncertainty avoidance on mobile payment acceptance. Based on the data from China and United State, we conduct a confirmatory factor analysis and the results show an adequate level of reliability and validity, with Cronbach's Alpha value, Composite Reliability (CR) value and Average Variance Extracted (AVE) value greater than 0.850, 0.823 and 0.519 separately. The model and the relationship between the variables are confirmed based on SEM. Multi-Group Analysis is used to test the moderating effect and it shows that the moderating effects of Uncertainty Avoidance on PR---> BI, PU---> BI and SN---> BI are significant at 0.049, 0. 032 and 0. 000 significance level. Results support that Uncertainty Avoidance has a profound moderating effect on user's behavior intention to use mobile payment.