| 摘要: |
| 我国普惠金融发展面临的最大难题是如何满足低收入群体、农村及偏远地区居民对金融服务的需求，移动支付的发展为应对这一难题提供了解决途径。本文对334份有效样本数据进行实证研究，在技术接受模型的基础上，引入感知理论，同时增加了趣味性、外部影响、个人创新性等影响因素，最终构建影响研究对象使用移动支付意愿的理论模型。本文通过建立马尔科夫链，揭示研究对象使用移动支付意愿的总体情况，进行逐步回归分析得出影响移动支付使用意愿的主要因素，最后综合数据分析的结果，提出对策建议。 |
| 关键词: 普惠金融；移动支付；技术接受模型；马尔科夫链；逐步回归 |
| DOI： |
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| Inclusive Finance and Factors impacting mobile-payment Willingness — Taking chongqing as an example |
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Yu Jianke
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(The Pepople’s Bank of China, Wulong County Subsidiary)
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| Abstract: |
| The biggest challenge of China's inclusive financial development is how to satisfy the financial needs of the low-income groups and people in the rural and remote areas in China. However, the development of mobile-payment provides a way to cope with this challenge. This paper makes an empirical research on data of 334 valid samples. The theory model of this paper is based on the Technology Acceptance Model (TAM), and combined with the Theory of Perception; By analyzing the following factors: interest, external influence, personal innovativeness, the theoretical model that affects the mobile-payment willingness of the targets is constructed. Through the Markov chain model building on 334 valid samples data and empirical research, this paper concludes the overall condition of the mobile-payment among the targets; The stepwise regression analyses are performed, resulting the key factorsthat affect the mobile-payment willingness；Finally, after summarizing the results of data analysis, this paper gives suggestions and solutions. |
| Key words: Mobile-payment; inclusive finance; TAM; Markov chain; Stepwise regression |
