徐美心+李维

作者简介：徐美心（１９８８－），女，硕士，研究方向：用户体验。•信息咨询与服务•

〔摘要〕为促进NFC手机近场支付的应用，对其用户、潜在用户的使用意愿影响因素进行对比分析。首先，本文基于修正后的VAM模型，采用结构方程建模方法对348份有效样本做统计分析。结果表明，感知便利性、感知风险、消费者创新、感知替代性是影响使用意愿的主要因素；感知便利性对感知价值呈最显著的预测作用；感知费用、感知复杂性对感知价值均无显著影响；用户与潜在用户在感知风险、感知替代性等若干变量上存在显著差异。最后，根据实证分析结果，为运营商提供了几点利于扩大市场的营销策略。

〔关键词〕手机近场支付；感知价值；感知风险；使用意愿

ＤＯＩ：１０．３９６９／ｊ．ｉｓｓｎ．１００８－０８２１．２０１４．０５．０２２

〔中图分类号〕Ｆ２２４７；Ｆ２７２３〔文献标识码〕Ａ〔文章编号〕１００８－０８２１（２０１４）０５－０１０２－０４

A Study on the Intention to Use NFC Mobile Phone

Payment and Strategies to Expand the NFC Market

——Based on Users PerspectiveXu MeixinLi Wei

（School of Information，Beijing Forestry University，Beijing 100083，China）

〔Ａｂｓｔｒａｃｔ〕In order to promote the application of NFC mobile phone payment,a contrastive analysis was developed to explain the intention factors to its users and potential users.Firstly,Based on the modified VAM model,this paper used structural equation model to analyze 348 valid samples.The results indicate that perceived convenience,perceived risk,consumer innovation and perceived alternative are the main factors affecting the usage intention.Perceived convenience is the most important predictor of perceived value.Perceived cost and perceived complexity have no significant effect on perceived value.Perceived risk and perceived alternative have significant different influences on its users and potential users.Finally,according to the results,some marketing strategies was provided for operators to expand the market.

〔Ｋｅｙｗｏｒｄｓ〕NFC mobile payment;perceived value;perceived risk;use intention

NFC（Near Field Communication）手机近场支付是基于射频技术和智能手机的无密码小额支付方式。使用者不需要输入密码，直接在支持近场支付的POS终端机前晃一下手机，便可完成支付［１］。该模式在我国尚未普及。2009年，中国移动效仿日韩欧美一些国家的NFC手机近场支付技术，推出RF-SIM卡，实现无密码，刷手机消费功能。2010年，联通相继推出SIM-PASS双面手机卡，在世博会上，快餐店，便利店大显刷手机支付的便利性。此后三星，诺基亚，小米制造商又在国内发行支持NFC近场支付的手机系列。然而以上的几种技术并没有被推广普及起来。2011年末，浦发银行自主推出借记卡与小额无需密码快捷支付合一卡，后与移动联合，发行将这种技术与SIM卡融合的双面手机卡。……