| The GNI of Chinese has already raised from$190in1978to$5680in2012over the last35years, and then China has reached the levels of Middle-Income country. According to the experience of developed countries, such as America and England, when per capital GDP is over$2000, the property income will become a major source of income. But, comparing China’s population structure of financial assets and income with the Americans’, we can see some unintended consequences, such as the property income’s share in the people’s income is only about3%, and yet, the American’s share is over30%. At the same time, unlike American people’s high investment and low savings model of financial asset, the residents of our county tend to take the deposits as their main way to manage money, and the figure is over63%. Based on the research report of CreditEase, almost92%of China residents belongs to low net and long-tail group, whose per capital asset size is small, but because of the large number, the total assets is more than the sum of high net and rich group. Although this is a big market, but compared with the high costs, big number and little profit, nearly all institutions choice to voluntarily give up. Then there is a predicament between long-tail group and financial institutions, the long-tail group need the institutions to help them improve the return of capital, but on the other hand because of the high cost and low profit, the institutions overlooked their requirement.Recently, as the internet continues to evolve, more and more technology innovation is applied to the financial area, and then the internet financial products or services become more and more easy to use. Yu’ebao is one of the innovations of internet finance, which is created by e-commerce giant Alibaba and Tianhon Fund in June2013, and its interest returns for investors is14times more than traditional deposit accounts with banks do. In addition, the investment threshold is one Yuan and investors can redeem their money anytime, and then Yu’ebao as the representative internet wealth management products brings a online personal financing boom. Nowadays, more and more financial institutions begin to launch new personal financial products, which are similar to Yu’ebao, they don’t want to be eliminated by the market. at the same time, despite the internet personal financial products, like Yu’ebao, is convenience and efficiency for individuals, many of them taken a wait-and-see approach. Then it is very important and meaningful to know what factors influence the customers’choice.Nowdays, many scholars use the mode "Belief-Attitude-intention" to explain and predict customers’adoption behavior under the background of IT-based innovation applications. The Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) are two popular theoretical models, which are widely used to investigate factors impacting the customers’adoption and the diffusions of innovations. So base on integrating the two models and joining some relevant factors of IDT, this research builds up a comprehensive model to explore the factors, which are influencing the customer’s adoption behavior, then give some suggestions to practitioners.Through review lots of literature, this paper built up an extended model and research hypotheses. And also, based on the well-developed measurement scale, the questionnaire was designed. The empirical data as collected from305responders, who have used the services of Yu’ebao, or known this type of products. First, descriptive statistic analysis was done to help readers know the frequency of responders’age, education, and Yu’ebao experience. Second, factor analysis was used to test the reliability and validity of the theoretical model. Third, through using linear correlation and multiple stepwise regression analyses help to find out the relationships among variables. Based on the conceptual model and empirical test result, the research got the following consequences,1) The Integrated theoretical model has a great explanation for the customers’ adoption intention to accept or choice the internet Personal-Finance product. And including AT, PU, PE, PR, PC, CP, SN variables have directly influence on customer’s intention. Among them, attitude has the largest impact.2) The customers’attitude is directly affected by PU, PE, CP and PC3) The attitude (AT) is an intermediary variable factor between perceived usefulness (PU), perceived ease of use (PE), compatibility (CP), perceived condition (PC) and turnover intention. 4) Involvement acts as the regulating variable between Private risk (PI), Perceived condition (PC), perceived usefulness (PU) and customers’ intentionThen, according to the empirical result, the research gives6suggestions about the marketing and management.1) Internet wealth management product should be designed based on the customers’ demands;2) Pay more attention to the security of network and information platform;3) Offer diversified online-financial products, reduce customers’perceived financial risk;4) strengthen advocation to improve customers’ understanding and capacity of interent finance;5) establish an effective supervision mechanism and legal system to protect customers’ rights and interests;6) establish an effective information transmission.Above all, the creativity of this thesis shows in following4aspects:1) taking the customer’s intention as the research angle is new and practical.2) Adopt the comprehensive model to explore the factor of influencing the customer’s adoption behavior.3) Introduce the involvement as the moderate variable;4) Adopt empirical research method as the research methodologies. |
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