基于用戶采納視角的我國(guó)移動(dòng)金融創(chuàng)新研究.pdf

1、武漢理工大學(xué)博士學(xué)位論文 摘 要 隨著移動(dòng)通信技術(shù)的發(fā)展和移動(dòng)智能設(shè)備的快速普及，移動(dòng)金融呈現(xiàn)出快速發(fā)展的態(tài)勢(shì)。移動(dòng)金融的出現(xiàn)為我國(guó)消費(fèi)者提供了更加便利、快捷的金融服務(wù)。作為互聯(lián)網(wǎng)金融的重要組成部分，移動(dòng)金融是我國(guó)未來(lái)金融業(yè)發(fā)展的重要方向之一。對(duì)于我國(guó)的政府和企業(yè)而言，移動(dòng)金融的發(fā)展有著重大意義，然而由于我國(guó)移動(dòng)金融的發(fā)展起步較晚，其發(fā)展存在著較大的空間的同時(shí)，也面臨著許多問(wèn)題。 通過(guò)對(duì)我國(guó)移動(dòng)金融發(fā)展現(xiàn)狀的研究，作者發(fā)現(xiàn)移動(dòng)金融創(chuàng)新是

2、我國(guó)移動(dòng)金融進(jìn)一步發(fā)展必須面臨的關(guān)鍵問(wèn)題之一，因此在對(duì)移動(dòng)金融進(jìn)行研究時(shí)，選擇其創(chuàng)新問(wèn)題作為研究對(duì)象。 作者從用戶使用意愿及用戶采納行為的角度對(duì)我國(guó)移動(dòng)金融創(chuàng)新活動(dòng)進(jìn)行了更加深入的剖析，發(fā)現(xiàn)其中存在的障礙和問(wèn)題，并且有針對(duì)性地提出解決問(wèn)題的思路和方法。作者首先對(duì)我國(guó)移動(dòng)金融的發(fā)展現(xiàn)狀及產(chǎn)業(yè)鏈進(jìn)行了系統(tǒng)性分析，并且使用演化博弈論的方法對(duì)移動(dòng)金融產(chǎn)業(yè)鏈中主導(dǎo)企業(yè)和跟隨企業(yè)之間的關(guān)系進(jìn)行了探討。接著針對(duì)我國(guó)移動(dòng)金融創(chuàng)新現(xiàn)狀進(jìn)行了分析，運(yùn)用金融

3、創(chuàng)新的相關(guān)理論對(duì)移動(dòng)金融創(chuàng)新的動(dòng)因及效應(yīng)進(jìn)行了分析。然后通過(guò)設(shè)計(jì)調(diào)查問(wèn)卷（見附錄 A、附錄 B）方式獲取數(shù)據(jù)，運(yùn)用技術(shù)接受模型對(duì)我國(guó)移動(dòng)金融市場(chǎng)上的消費(fèi)者行為進(jìn)行了實(shí)證分析。同時(shí)，從用戶采納意愿的角度，通過(guò)建立兩期博弈模型對(duì)移動(dòng)金融創(chuàng)新活動(dòng)中創(chuàng)新主體的差異化競(jìng)爭(zhēng)策略進(jìn)行了探討，為企業(yè)進(jìn)行移動(dòng)金融創(chuàng)新提供可靠參考。隨后根據(jù)我國(guó)移動(dòng)金融創(chuàng)新存在的現(xiàn)武漢理工大學(xué)博士學(xué)位論文 IV Abstract With the rapid develop

4、ment of mobile communication technology and the popularization of mobile intelligent devices, mobile finance shows the tendency of rapid development. The emergence of mobile finance may provide financial services to the

5、users whenever it is and wherever they are, it means customers can get more convenient and efficient financial services through mobile finance, thus, the user experience can be improved. As an important part of the Inter

6、net finance, mobile finance is one of the main directions to China’s financial industry in the future. As for Chinese government and enterprises, the development of China’s mobile finance has great significance, however,

7、 due to the late start of China’s mobile finance, the development of China’s mobile finance has a huge space, at the same time, it also faces a variety of problems. Through the study on the current status and empirical a

8、nalysis of the mobile financial development in our country, I found that mobile financial innovation is one of the key problems that China’s mobile financial development must face. So I chose mobile financial innovation

9、as the research object. From the perspective of users’ willingness and their adoption behavior, I did a more in-depth analysis on the financial innovation activities to find the obstacles and problems in the mobile fina

10、ncial innovation, and then gave proper solutions to these problems. In this dissertation, I firstly carried out a systematic analysis on the status of China's mobile financial development, and discussed the relations

11、hip between leading enterprises and following enterprises in the industrial chain of mobile finance based on evolutionary game theory. Then aimed at the current status of China’s mobile financial innovation, I used the r

12、elevant theories about financial innovation to analyze the reason and effect of mobile financial innovation. And then pass to investigate a questionnaire design (appears in Appendices A and B), with using the technology

13、acceptance model (TAM) to make an empirical analysis of consumer’s behavior in Chinese mobile market. At the same time, considering users’ adoption willingness, this dissertation uses a two-period game model to study the

14、 innovation differentiation strategy between the mobile financial innovation enterprises, to provide a reliable reference to the enterprises and government. According to the current situation of mobile financial innovati

15、on, I used AHP method to establish an evaluation system of mobile financial innovation, and then based on the analysis of mobile financial innovation and a series of empirical research, model and evaluation; the study fo

16、und out that there are a variety of problems existing in China’s mobile financial innovation. Thus, the dissertation puts forward the basic idea for mobile financial innovation in China, and gives the specific suggestion