| With the rapid development of globalization and integration of economy, and with thefurther improvement of information technology, internet technology and internet securitytechnology,network finance arises at the historical moment,it changes traditional idea aboutfinancial product and service of financial institutions. Compared with the traditional financialbusiness, network finance has lots of superiorities. For example, the users can get the productsand service without the limit of time and space, and can effectively interact with users, and soon. Though network finance has many advantages, its development is still in exploring stagewhich has many problems and obstacles, such as the lack of effective analysis of users’ need,and lack of product and service innovation and so on.Meanwhile，with the driven of Web2.0technology, internet enter the era of the virtualcommunity. Due to the latest research of CNNIC, the number of Chinese Internet usersreached564million by the end of December2012, among them, the scale of virtualcommunities included weibo users, has exceeded300million which accounts for Internetusers rate above50%.Because virtual community brings together a large number of network users, of whichthere is a huge network marketing value, the financial institutions couldn’t ignore it todevelop financial business. How to develop the huge user market in the virtual communitiesbecome more and more important to financial institutions.This paper first through arrangement and analysis of literature and research reports,conclude and summarize kinds of effect factors users’ purchase and use in virtual communityfrom the enterprise level, national level and user level. and second build the effect factorsmodel based on the technology acceptance model (TAM)。Then do the empirical study with sina weibo users as the study object.Finally, according to the test results, provide financial institution for some suggestions toexpand network financial business in virtual community. |
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