双边市场视角下零售商移动支付采纳研究

摘要

基于双边市场和信息技术采纳理论,分析影响零售商采纳移动支付意愿的因素,建立零售商采纳的影响因素模型并实证.在信息技术采纳研究范式下,以应用于组织采纳的任务技术匹配模型为基础,融入创新扩散理论中的关键变量以及对零售商决策起重要作用的成本因素,验证了相对优势、兼容性、任务技术匹配对零售商采纳意愿的正向影响,以及复杂性、成本对零售商采纳意愿的负向影响.在考虑双边问题的研究范式下,基于需求互补性和交叉网络外部性的特征,提出并验证了消费者采纳行为意愿对零售商采纳行为意愿的正向影响.%The authors analyze factors having effect on retailers'willingness to adopt mobile payment,establish a model and carry out the empirical study on that based on the theory of two-sided markets and information technology adoption.Under the research paradigm of information technology adoption,based on the Task-Technology Fit model,integrated into the key variables from Innovation Diffusion Theory and cost that important to retailers'decision,the authors verify that:relative advantage,compatibility,task-technology fit have positive impact on retailers'willingness to adopt;and complexity and cost have negative impact on retailers'willingness to adopt.Under the research paradigm of two-sided issues,the authors propose and verify that:the positive effect of consumers'willingness to adopt on retailers'willingness to adopt based on demand complementarity and cross-network externality.