Date of Award
2025
Degree Type
Thesis
Degree Name
Doctor of Business Administration (DBA)
Abstract
随着数字经济的快速发展，数字人民币作为法定数字货币，其推广和普及具有重要意义。然而，数字人民币在推广过程中面临着诸多挑战，如用户接受度低、应用场景有限等。因此，本文提出以下研究问题：消费者使用数字人民币的意愿如何？哪些因素在其中起主要作用？以及数字人民币与第三方支付平台在使用意愿上的差异如何？
本研究采用文献综述与实证研究相结合的方法。首先，通过系统的文献回顾，梳理了数字人民币、使用意愿、感知易用性、感知有用性、感知风险、感知愉悦性和主观规范等相关领域的研究成果，为构建研究模型和研究假设提供了理论支撑。其次，采用问卷调查法收集数据，问卷内容涵盖了消费者对数字人民币的认知、使用情况及其与第三方支付平台的比较等多个维度。在数据分析阶段，运用了信效度检验、相关性分析、回归分析、方差分析等多种统计方法，对研究假设进行了系统而细致的实证检验，探讨了数字人民币对消费者使用意愿的影响机制。
研究结论显示，数字人民币的使用意愿受到感知易用性、感知有用性、感知愉悦性和主观规范的正面影响，而感知风险则对使用意愿产生负面影响。具体而言，感知有用性对使用意愿的促进作用最为显著，表明消费者认为数字人民币能有效提升支付效率和便利性。感知易用性同样对使用意愿有积极影响，说明操作简便性也是吸引消费者使用的重要因素。感知愉悦性通过提升支付过程中的愉悦感，增强了消费者的使用意愿。主观规范则通过社会群体的正面影响，促进了数字人民币的接受度。与第三方支付平台相比，尽管数字人民币在感知易用性、感知有用性和感知愉悦性上的得分稍低，但其感知风险明显更低，显示出更高的安全性。然而，第三方支付平台的使用意愿仍高于数字人民币，这主要归因于其更广泛的应用场景和更高的用户粘性。此外，研究还发现，高学历、高收入和高支出的消费者以及国有单位员工对数字人民币的使用意愿更强。购物消费场景是消费者最愿意使用数字人民币的场景。为了提升数字人民币的推广效果，应丰富应用场景、加强与第三方支付平台的合作、提升信息安全保护，并加强宣传教育，以全面提升社会福利。本文的研究结论为数字人民币的推广和普及提供了理论支持和实践指导。通过优化数字人民币的功能设计、提升用户体验、拓展应用场景等措施，可以有效提升数字人民币的使用意愿，进而推动数字经济的发展。此外，本研究也为其他法定数字货币的推广提供了有益借鉴。
With the rapid development of the digital economy, the promotion and popularization of digital RMB as a legal digital currency is of great significance. However, the promotion of digital RMB faces many challenges, such as low user acceptance and limited application scenarios. Therefore, this thesis addresses the following research questions: What is consumers’ willingness to use digital RMB? What are the major factors affecting consumers’ willingness to use digital RMB? And what is the difference in willingness to use between the digital RMB and third-party payment platforms?
This study uses a combination of literature review and empirical research. First of all, through systematic literature review, the research results in related fields such as digital RMB, willingness to use, perceived ease of use, perceived usefulness, perceived risk, perceived pleasure and subjective norm are sorted out, which provides theoretical support for the construction of research models and research hypotheses. Secondly, the questionnaire survey method is used to collect data. The content of the questionnaire covers multiple dimensions such as consumers' awareness of digital RMB, usage and comparison with third-party payment platforms. In the stage of data analysis, a variety of statistical methods such as reliability and validity test, correlation analysis, regression analysis and variance analysis are used to carry out a systematic and detailed empirical test on the research hypothesis, and the influence mechanism of digital RMB on consumers’ willingness to use is discussed.
The conclusion of the study shows that the willingness to use digital RMB is positively affected by perceived ease of use, perceived usefulness, perceived pleasure and subjective norm, while perceived risk has a negative impact on the willingness to use. Specifically, perceived usefulness has the most significant effect on willingness to use, indicating that consumers believe that digital RMB can effectively improve payment efficiency and convenience. Perceived ease of use also has a positive impact on the willingness to use, indicating that operational simplicity is also an important factor in attracting consumers to use. Perceived pleasure enhances consumers' willingness to use by enhancing the sense of pleasure in the payment process. Subjective norm promotes the acceptance of digital RMB through the positive influence of social groups. Compared with the third-party payment platform, although the digital RMB has slightly lower scores in perceived ease of use, perceived usefulness and perceived pleasure, its perceived risk is significantly lower, showing higher security. However, the willingness to use the third-party payment platform is still higher than that of the digital RMB, which is mainly due to its wider application scenarios and higher user stickiness. In addition, the study also found that consumers with high education, high income and high expenditure, as well as employees of state-owned units, are more willing to use the digital RMB. Shopping consumption situation is the scenario where consumers are most willing to use digital RMB. In order to improve the promotion effect of digital RMB, we should enrich the application scenarios, strengthen cooperation with third-party payment platforms, improve information security protection, and strengthen publicity and education to comprehensively improve social welfare. The conclusions of this thesis provide theoretical support and practical guidance for the promotion and popularization of digital RMB. By optimizing the functional design of digital RMB, improving user experience, expanding application scenarios and other measures, we can effectively improve the willingness to use digital RMB, and then promote the development of digital economy. In addition, this study also provides a useful reference for the promotion of other legal digital currencies.
Keywords
消费者, 数字人民币, 使用意愿, 第三方支付, 数字经济, Consumer, Digital RMB, Willingness to use, Third-party payment, Digital economy
Language
Chinese (Simplified)
Copyright
The copyright of this thesis is owned by its author. Any reproduction, adaptation, distribution or dissemination of this thesis without express authorization is strictly prohibited.
Recommended Citation
李兴波 (2025)。消费者使用数字人民币的意愿研究 (博士論文，香港嶺南大學)。檢自 https://commons.ln.edu.hk/otd_tpg/63/