支付宝用户蚂蚁借呗平台使用意愿影响因素的实证研究

针对目前以蚂蚁借呗为代表的网络小微信贷平台的迅速发展,提出基于整合的支付宝用户蚂蚁借呗平台使用意愿影响因素的研究模型,探讨影响用户蚂蚁借呗平台使用意愿的主要因素,为互联网小微信贷平台的发展提供参考与理论依据;运用结构方程模型的方法进行实证分析,结果发现感知有用性、信任、主观规范对蚂蚁借呗平台使用态度有显著积极影响;感知易用性与感知风险对平台使用态度影响不显著;知觉行为控制对平台使用意向具有积极的影响,但是主观规范、感知有用性与感知风险对平台使用意向不显著;最后提出了针对互联网小微信贷平台、用户、政府部门的对策建议。

Empirical Study on the Factors Influencing Alipay Users Intention of Ant Cash Now

In view of the rapid development of the Internet micro-credit loans platform, led by Ant Cash Now, this paper proposes a new theoretical model to explain the factors that influence user''s intention to use Ant Cash Now, discusses the main factors affecting users'' willingness using Ant Cash Now, which provide reference and theoretical basis for the future development of Internet micro-credit loans platform.The empirical analysis is conducted with the structural equation model,and the results show that perceived usefulness, trust and subjective norms have positive impact on the attitude of the Ant Cash Now. Perceived ease of use and perceived risk have no significant influence on the usage attitude of Ant Cash Now. The perceived behavior control has a positive impact on the usage intention of Ant Cash Now platform, however, the subjective norm, perceived usefulness and perceived risk have no significant effect on the usage intention of Ant Cash Now. Based on the analysis results, the author put forward corresponding suggestions for Internet micro credit loans platform, users and government departments.