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武汉市政府基于微信平台推出了多种可以由微信支付完成的民生服务项目,但是目前的使用人数却低于预期。因此,文章首先以TAM模型和UTAUT模型为基础,构建了研究影响用户使用微信支付来完成民生服务的因素的采纳模型。然后使用实证研究的方法,采用Smart PLS 2.0对调查数据进行分析。最后研究结果显示,微信支付的易用性、有用性以及周围人的使用情况能够直接决定人们对利用其完成民生服务支付的态度。同时高学历人才以及中青年是使用微信支付的主体人群,微信支付在民生服务中推行的关键在于扩大受众人群、改变传统支付习惯以及进一步完善自身的支付过程的体验。
Based on the WeChat platform, Wuhan Municipal Government has launched various livelihood services that can be paid by WeChat, but the current usage is lower than expected. Therefore, based on the TAM model and the UTAUT model, the article constructs an adoptive model to study the factors which affect the users to use WeChat payment to complete the livelihood services. Empirical studies were then used to analyze the survey data using Smart PLS 2.0. Finally, the research results show that the usability, usefulness and usability of WeChat payment can directly determine people’s attitudes toward using them to pay for their livelihood services. At the same time, highly educated talents and middle-aged and young people are the main groups that use WeChat to pay. The key to WeChat’s payment for livelihood services lies in expanding the crowd, changing the traditional payment habits and further improving the payment process of their own.