[雙語翻譯]外文翻譯--消費(fèi)者對(duì)移動(dòng)支付服務(wù)的態(tài)度——概念驗(yàn)證測試的結(jié)果（節(jié)選）

1、4000 英文單詞， 英文單詞，2.1 萬英文字符，中文 萬英文字符，中文 6400 字文獻(xiàn)出處： 文獻(xiàn)出處：Arvidsson N. Consumer attitudes on mobile payment services–results from a proof of concept test[J]. International Journal of Bank Marketing, 2014, 32(2): 150-170.Con

2、sumer attitudes on mobile payment services – results from a proof of concept testNiklas ArvidssonAbstractPurpose – A society’s potential economic gains from replacing cash-based payments with electronic payments are larg

3、e, and mobile payments may help this transition. The purpose of this paper is to understand consumers’ attitudes on start using mobile payment services.Design/methodology/approach – The study builds on quantitative data

4、from a proof of concept test of a mobile payment service that was done in Sweden in 2011. The theoretical foundation rests on technology adoption models (TAM) and diffusion of innovation theories.Findings – The study fin

5、ds that the most important factor explaining whether consumers are likely to use a mobile payment service is ease of use. In addition, relative advantage, high trust, low perceived security risks, higher age and lower in

6、come were associated with a positive view on adopting the service.Research limitations/implications – The results leads to the conclusion that studies of innovation in the payment industry cannot rely on TAM and innovati

7、on diffusion theory alone. Theories on learning, network economies and value-creation must also be included if change processes in payment systems are to be fully understood.Practical implications – Companies aiming to l

8、aunch mobile payment services must understand that consumers’ put high importance on reliability of such services and that trust in services is built via learning process. If consumers learn to use the service, the proba

9、bility they also start to trust it increases. This means that the launch of services must be designed as learning processes for consumers and merchants.Originality/value – The newness in this paper is, first, that the TA

10、M model is tested quantitatively in a regression analysis using data from Sweden, and, second, that the traditional theories used to explain consumers’ use of new types of payment services are discussed and suggestions f

11、or additional, complementary theories are proposed.Keywords: Innovation, Sweden, Multiple regression analysis, Customer attitudes, Payments, Retail service industriesIntroductionThere are many efforts in Europe that aim

12、to increase the use of electronic forms of mass-payment services to the detriment of cash. And there is reason to believe this transition would benefit the society. The economic benefits for a society if cash is replaced

13、 by electronic payments may be around or even more than 0.3 percent of GDP annually since the costs for cash-based services are significantly higher than the costs for electronic payments (Danmarks Nationalbank, 2011; Be

14、rgman et al., 2007; Humphrey et al., 2006; Flatraaker and Robinsson, 1995). Given this potential and the common belief that mobile phones are a potential platform for electronic payments that replace cash-based payments,

15、 this study of factors determining consumers’ potential use of mobile payment services is highly motivated. The research question underlying this study 2010a; Davis, 1989). This factor includes basic factors such as pric

16、e and quality (in use), performance (Davis, 1989; Moore and Benbasat, 1991), mobility factors such as independence of time and location in use (Carlsson et al., 2006; Constantiou et al., 2006; Jarvenpaa and Lang, 2005; M

17、allat et al., 2004):H1. States that the higher the relative advantages of a mobile payment service, the more positive the individual’s attitudes to adopt the service will be.Similar to Mallat (2007), this study separates

18、 the cost of the payment service from other relative advantage factors even though cost often has been incorporated in the relative advantage construct (Rogers, 1995). We therefore model cost as a factor separate from ot

19、her factors leading to relative advantage such as speed. One motivation of this choice is found in a study by Kim et al. (2007) that found that the perceived fee has a significant effect on the perceived value of mobile

20、internet. In addition, the transaction costs of mobile payments are often included in the price of the purchased item (Mallat, 2007) and not clearly connected to each transaction. Given that mobile payments require smart

21、 phones that may be costly, we use costs as a separate factor:H2. States that the higher the perceived cost of a mobile payment service, the more negative the attitudes to adopting the service will be.Compatibility is an

22、 indicator of how willing consumers are to adopt a new product or service and has been defined as the consistency between an innovation and the values, experiences and needs of potential adopters (Moore and Benbasat, 199

23、1; Taylor and Todd, 1995; Lee et al., 2003; Mallat, 2007; Rogers, 1995). Compatibility in itself has also been found to be an important explanation behind how consumers adopt mobile technologies and service adoption (Teo

24、 and Pok, 2003; Wu and Wang, 2005). We use compatibility as an indicator of how the mobile payment service generates value for the consumer not only directly related to the payment situation but also including other bene

25、fits related to the payment service:H3. States that the higher the perceived compatibility between users’ preferences and the mobile payment service, the more positive the individual’s attitudes to adopt the service will

26、 be.Another variable that may explain consumers’ view on new technologies relates to the degree of complexity of the technology (Mallat, 2007) or, to phrase it more positively, the ease of use of the new technology (Da

27、vis, 1989; Rogers, 1995). This factor has been defined as the “degree to which an innovation is perceived as difficult to understand and use” (Rogers, 1995, p. 16). It relates to ease with which an adopter can start usin

28、g the service and a key variable positively influencing the intention of both early and late adopters to adopt mobile payment technology (Kim et al., 2010a). Problems with usability have been found to explain low adoptio

29、n of a variety of payment systems,including smart cards and mobile banking (Laukkanen and Lauronen, 2005; Szmigin and Bourne, 1999). Ease of use also affects consumers’ attitudes toward adoption of mobile technologies an

30、d services more generally ( Jarvenpaa et al., 2003; Nysveen et al., 2005; Teo and Pok, 2003). If it is difficult to start using a new service there will be usage barriers (Ram and Sheth, 1989) that harm the adoption (Lau

31、kkanen and Kiviniemi, 2010; Saaksjarvi, 2003). Laukkanen and Kiviniemi’s (2010, p. 383) study of the role of information for mobile banking resistance found that information and guidance by banks has strong impact

32、on consumers’ perception of functional usability but also that it increases a positive image associated with the innovation. Thus, ease of use of a new mobile payment service – or lack of complexity – is expected to lead