The Study On The Mechanism Of E-financial Innovation Diffusion

On March 5, 2014, Premier Keqiang Li put forward that “we should promote the development of the Internet Finance" in his government work report. The Internet Finance is based on Internet communication technology, combined with traditional financial services to produce a new financial system. Internet Finance extends the traditional financial transaction boundaries, inherited the spirit of Internet open, sharing, equality, democracy, freedom. It is an effective means to practice "Inclusive Finance”. The year of 2013, is considered as the Internet Finance "invasion year”, in 2014 the Financial Internet grow rapidly. Nowadays more and more people begin to concern of the development of Internet Finance, It also has become the hotspot in theory research.In this study, we based on previous study of Internet Finance, combined the theory of planned behavior and the model of task-technology fit, standing on the user’s perspective, and researched the diffusion mechanism of e-Financial Innovation between users. In order to get the results we are analyzed from two aspects: the e-Financial Innovation meeting user’s requirements and the technical features of the e-Financial Innovation. The main conclusions of this study are as follows:(1) In the aspect of technology, the e-Financial Innovation introduce of the social network and other network communication technology. It expanded the boundary of the financial transactions. In the aspect of meeting user’s requirements, the e-Financial Innovation has obvious grassroots characteristics, is an effective means to practice "Inclusive Finance”. It effectively al eviate the capital supply and demand, optimize the al ocation of resources, through combined with the real economy.(2)This study analyzed factors that influence the e-Financial Innovation diffusion between users, and building a model to explain those factors how to influence the e-Financial Innovation diffusion between users, based on the theory of planned behavior and the model of task-technology fit. This study chooses Mobile Banking service as the research object, to carry out empirical research, the results showed that: the attitude and the perceived behavior control of user will be positive influence on user’s intention; the task features and the technology features will affect the task-technology fit. The task-technology fit cannot affect user’s intention directly, it can affect the attitude of user,in the end affect user’s intention. The technical features also affects the user’s perceived behavior control.(3)Based on the empirical analysis, this study put forward some proposals to promote the e-Financial Innovation diffusion between users.