数字人民币使用意愿影响因素与应用场景研究

Research on the Influencing Factors and Application Scenarios of the Willingness to Use Digital RMB

摘要: 随着数字经济的逐步发展，数字人民币应运而生；但其在发展过程中面临着普及率低等问题，而用户的使用意愿则是影响它推广的重要基础。因此本文基于UTAUT模型设计问卷，对南京市居民进行问卷调查，收集了506份有效问卷，在信效度检验后，利用多元线性回归模型验证影响用户使用意愿的四个正向核心指标：绩效期望、努力期望、社会影响以及便利条件，并且梳理总结现有的应用场景，分析其中存在的风险与挑战，并提出相关策略和建议，进一步推广数字人民币。

Abstract: With the gradual development of the digital economy, digital RMB has emerged accordingly; however, it faces problems such as a low popularization rate in the process of its development, and users’ willingness to use it is an important foundation that affects its promotion. Therefore, this paper designs a questionnaire based on the UTAUT model and conducts a questionnaire survey on the residents of Nanjing, collecting 506 valid questionnaires. After the reliability test, the multiple linear regression model is used to validate the four positive core indicators affecting the users’ willingness to use the digital RMB, namely performance expectation, effort expectation, social influence and convenience conditions. We also summarize the existing application scenarios, analyze the risks and challenges existing therein and propose relevant strategies and suggestions to further promote the digital RMB.