Analysis of Willingness Factors of Digital RMB Acceptance Based on PEST Perspective and TAM-SEM Model

Yiming Liang; Shuyang Ma

doi:10.54097/fbem.v12i2.14771

Authors

Yiming Liang
Shuyang Ma

DOI:

https://doi.org/10.54097/fbem.v12i2.14771

Keywords:

Digital RMB; Willingness to accept; Impact path analysis; PEST; TAM.

Abstract

In the context of the comprehensive promotion of the pilot work of digital RMB, clarifying the factors that affect the public's acceptance and use of digital RMB is conducive to the in-depth promotion and popularization of digital RMB. Based on the PEST perspective and TAM model theory, a research model on the influencing factors of the acceptance and use of digital RMB was constructed. A questionnaire survey was conducted to obtain 1105 pieces of data, and the structural equation (SEM) model was used to verify the hypothesis and the net effect of variables, exploring the path of the influence of acceptance intention. The results show that the higher the practicality and security of digital RMB, the higher the willingness of the public to use digital RMB; If digital RMB can continue to leverage its advantages of simplicity and convenience, optimizing the relevant payment experience, it will be of great help in increasing the willingness of the public to use it; And the public is more concerned about the feedback service channels for digital RMB; The most influential factor among the willingness to use is the recommendation of others. Based on this, it is proposed to promote the application of digital renminbi by promoting application scenario development and ecological construction, enhancing user stickiness, cultivating citizen digital literacy, improving user experience and effectiveness, strengthening security and legislative supervision, and implementing publicity work.

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