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本文基于消费情绪理论,构建了消费者情绪与移动互联网环境下移动银行使用意愿关系的模型,并以常州市商业银行移动支付使用客户为研究对象进行实证研究。研究发现,性别对移动银行使用意愿没有显著影响,而愉悦、唤起以及正面支配对消费者使用意愿具有显著影响。同时,不可观察异质性能显著影响消费者情绪进而对移动银行使用意愿产生影响,对于移动银行使用意愿低的消费者,消费者情绪各维度都会显著影响移动银行使用意愿;而对于使用意愿高的消费者而言,负面情感(包括负面愉悦、负面唤起)则不会显著影响移动银行使用意愿。
Based on the theory of consumer sentiment, this paper constructs a model of the relationship between consumer sentiment and the willingness to use mobile internet under the mobile Internet environment. The empirical research is conducted on the customer use of mobile payment in Changzhou Commercial Bank. The study found that gender had no significant effect on the willingness of mobile banks to use, while delight, arousal and positive dominance had a significant impact on consumer willingness to use. At the same time, the unobservable heterogeneity can significantly affect the consumer sentiment and thus affect the willingness to use mobile banking. For consumers with low willingness to use mobile banking, the consumer sentiment will significantly affect the willingness of mobile banking to be used. However, Consumers, negative emotions (including negative joy, negative arousal) will not significantly affect the willingness of mobile banking.