CAJ | 학술논문

网上支付在我国电子商务支付体系中占据重要战略地位。本文基于国际流行的技术接受模型（TAM）,考虑理性行为理论（TRA）和计划行为理论（TPB）,并入网上支付信任与多维风险感知因素,构建了扩展的技术接受模型（ETAM）,并采集上海和澳门两地883个数据样本实证检验模型。研究发现,网络信任和多元感知风险是决定消费者是否选择使用网上支付并开展正面评价的两个关键要因,且感知的安全风险和隐私风险最为重要,而感知易用性对网络消费者决策行为影响已逐渐弱化;同时,澳门消费者依然深度依赖于传统信任文化,网络信任是当地居民选择网上支付方式的关键要因。
망상지부재아국전자상무지부체계중점거중요전략지위。본문기우국제류행적기술접수모형（TAM）,고필이성행위이론（TRA）화계화행위이론（TPB）,병입망상지부신임여다유풍험감지인소,구건료확전적기술접수모형（ETAM）,병채집상해화오문량지883개수거양본실증검험모형。연구발현,망락신임화다원감지풍험시결정소비자시부선택사용망상지부병개전정면평개적량개관건요인,차감지적안전풍험화은사풍험최위중요,이감지역용성대망락소비자결책행위영향이축점약화;동시,오문소비자의연심도의뢰우전통신임문화,망락신임시당지거민선택망상지부방식적관건요인。
Online payment plays an important role in E-commerce.Based on Technology Acceptance Model（TAM）,this paper integrates Theory of Reasoned Action（TRA）and Theory of Planned Behavior（TPB） considering trust of online payment and multidimensional perceived risks factors,constructs Extended Technology Acceptance Model（ETAM）,and test it using 883 samples from Shanghai and Macao.The results show that E-trust and multidimensional perceived risks are two key factors for consumers to decide whether using online payment and giving positive remarks,in perceived risks,perceived security risk and private risk are most significant and the impact of perceived ease of use on consumers＇ online decision is becoming weakly;consumers are deeply influenced by traditional cultures,particularly in online payment,Macao consumers remains depend on traditional trust culture and E-trust are key factors to choose online payment.