基于层次分析法的移动扫码支付意愿研究

Willingness to Mobile Scanning Code Payment Based on Analytic Hierarchy Process

中文关键词: 扫码支付  层次分析法  用户情景  用户体验  权重

英文关键词: scanning code payment  analytic hierarchy process  user context  user experience  weight

中文摘要:

      目的 确立用户移动扫码支付意愿评估体系。方法 在层次分析法基础上，以用户扫码支付意愿为总目标，将总目标拆分为侧重于外部环境的用户情境和侧重于内部感知的用户体验两个子目标，建立了双体系评估模型。并改良了传统的层级分析法，修正专家打分的主观性，将问卷调查结果和实验数据融入到分析过程中，提高层次分析法的准确度。结果 确立了双体系用户扫码支付意愿评估体系，总结了八个一级指标和十八个二级指标，并计算了双体系中各层级指标权重，针对最底层指标与方案层的关系提出了更切实际的改进意见。结论 确立用户移动扫码支付意愿评估体系，分析了影响用户支付意愿的指标，并参考此体系对方案层提出了改良建议，为研究用户扫码支付意愿提供了新的研究方向。

英文摘要:

      The work aims to establish a willingness evaluation system for user mobile scanning code payment. Based on the analytic hierarchy process, the user’s willingness to scanning code payment was taken as the overall goal. Then, the overall goal was divided into two sub-goals of the user context focusing on the external environment and the user experience focusing on internal perception to establish a dual-system evaluation model. The traditional analytic hierarchy process was improved, the subjectivity of expert scoring was corrected, and the questionnaire survey results and experimental data were integrated into the analysis process to improve the accuracy of the analytic hierarchy process. The dual-system willingness evaluation system for user scanning code payment was established, the eight first level indicators and eighteen second level indicators were summarized, the weights of each level indicators in the dual system were calculated and the more practical improvement opinions were propose in view of the relationship between the lowest level indicator and the program level. The willingness evaluation system for user mobile scanning code payment is established, and the indicators affecting the user’s willingness to pay are analyzed. The improvement suggestions are proposed for the program layer based on the system, which provides a new research direction for studying user’s willingness to scan code.