A Comparative Study Of Use And Continue Use Of Internet Finance

In recent years, the market scale of China’s third-party Internet payment is growing rapidly, and it’s registered users have continued to increase. In the third-party Internet payment transaction structure, online shopping accounted for the largest share, followed by the air ticket, and net sales of financial products markets became the third largest market segment accounted for10.5%at the year of Internet banking broke. Yuebao on line in June2013with alipay platform and brand influence, it’s subscribers exceeded30million and assets under management exceeded100billion. Yuebao achieve current liquidity with more than4%yield, and also supply various financial life services, such high yields and quick way to cash makes it become the most popular financial products.Large numbers of existing literature studies consumer adoption factors and continuing adoption factors of third-party payment, since the launch time of Internet financial products is short, relevant research is still relatively small; and since the particularity background of it’s launch, the process is not just the process of new technologies acceptance but also affected by user’s feelings of third-party payment, the latter influence is similar to the continue use of information technology, so this model will integrate IT adoption model and sustainable use model to explore factors that affecting consumers using internet financial products, the success or failure of new products is determined by consumers continue use, this study attempts to make comparative analysis of factors affecting consumer’s use behaviors and continuance use intention of internet financial products and identify the key factors that influence consumer behavior and continue use intention, and use most widely used Internet financial products, yuebao, for example.In this study, consumer who used alipay is the object of our survey, first we use the collected data do a demographic analysis by SPSS and then do a usage analysis; the reliability and validity of the questionnaire were tested using factor analysis; and test the use behavior model, continue use intention model with structural equation tools AMOS, verify the results and gives reasonable explanation. Through theoretical analysis and empirical model building we draw the following conclusions:(1) factors affecting use behavior of internet financial productsFactors affecting use behavior of Internet banking product in descending order are perceived usefulness, perceived risk and trust; while factors that does not influence use behavior include perceived ease of use, individual innovation, subjective norms and satisfaction to alipay.(2) factors affecting continue use intention of internet financial productsIn the first year of internet banking, factors affecting continue use intention of internet financial products in descending order are trust, subjective norm, perceived usefulness and perceived risk; while factors affecting continued use intention of internet financial products excluding perceived ease of use and individual innovation.(3) factors affecting perceived usefulness of internet financial productsFactors affecting users factors affecting of Internet financial products in descending order are perceived ease of use, compatibility.(4) factors affecting perceived ease of use of internet financial productsCompatibility strongly influence consumer’s perceived ease of use of internet financial products, but individuals innovation not significantly affect perceived ease of use.(5) the relationship between perceived risk and trustThe lower perception of risk the higher trust, the relationship between perceived risk and trust in academia is not conclusive, this study of Internet banking product confirms that the perceived risk and trust has a negative relationship.(6) extended expectation confirmation theoryThe extent of expectation confirm impact satisfaction of alipay, perceived ease of use of yuebao,but not affect the perceived usefulness of yuebao.