摘要
针对我国移动银行使用率不高、推广困难等问题,本文通过对移动银行的国内外使用现状比较论述了我国移动银行市场发展潜力巨大,进而基于消费者行为三因素理论构建了影响移动银行使用行为的多因素模型,并针对消费观念和消费习惯、风险感知、学习和态度、服务功能和安全性能、资费、广告宣传等因素进行分析,从而为移动银行营销策略的制定提供理论依据。
Towards the problem of general low rate of mobile banking usage and promotion difficulties,this paper argues that mobile banking market in China has huge potential for development through comparing with the present situation of the use of mobile banking at home and abroad.Through constructing the multi-factor model of use behavior of mobile banking based on three-factor theory,the influencing factors have been specifically analyzed in the paper,namely consumption idea,consumption habit,learning and attitude,risk perception,service function and safety feature,expenses and advertising,so as to provide theoretical base for promotion strategies of mobile banking.
出处
《苏州大学学报（哲学社会科学版）》
CSSCI
北大核心
2011年第1期115-118,192,共4页
Journal of Soochow University(Philosophy & Social Science Edition)
基金
国家自然科学基金资助项目"基于POMDP的个性化营销资源动态分配建模与实证研究"(项目编号:70871057)的阶段性成果
关键词
移动银行
三因素理论
使用行为
mobile banking
three-factor theory
use behavior
