Study On The Diffusion Of E-Financial Innovation

In recent years, with the rapid development of network information technology and the surge in the number of Internet users, e-financial innovation has become an essential part of daily life. The birth of e-financial innovation, particularly in the financial means of payment innovations, not only enhance the liquidity of financial products, but also greatly reduce transaction costs, allowing banks, securities and other financial activities and even into the organizational forms that has undergone tremendous changes. From the e-financial innovation birth to present, with an irresistible trend of rapidly developing, which makes the e-financial innovation has become the focus of a new competitive financial industry, but also become the focus of research scholars.In this study, based the previous Study of e-Financial Innovation, combined the diffusion theory of innovation and technology acceptance model, through analyzed the diffusion process of e-Financial Innovation summarized its factors between the diffusion consumption and built the influencing factors of e-Financial innovation diffusion model, take a typical representative---Personal Internet Banking as example conducted an empirical study. The main conclusions of the study as follows:(1)The network externalities as a feature of e-financial innovation analyzed it how affected e-financial innovation diffusion process, which is divided into two parts, the broad and narrow.(2)From consumer's perspective, the paper researched the diffusion process of e-Financial Innovation and its factors, built the influencing factors of e-Financial innovation diffusion model including the characteristics of innovation and consumers, the diffusion channels.(3)Take Personal Internet Banking as an example, modified the influencing factors of e-Financial innovation diffusion model. The results showed that perceived usefulness, perceived ease of use, compatibility, network externalities, computer self-efficacy, consumers' innovative and interpersonal influence are significantly positive related to the use behavior of internet banking, perceived risk is significantly negatively related to the use behavior of internet banking, the use of cost and mass media are irrelevant the use behavior of internet banking.Finally, based on the analysis of above-mentioned study, advised the appropriate recommendations of e-financial innovation according to path coefficient.