Influence Factors Research On Consumer Adoption Behavior Of Internet Financial Products

With the continuous development of Internet technology and smart phones, financial market quickly developed into a huge potential of emerging market. Although, our financial industry was regulated strictly and gets high barriers to entry, but with the development of economy, financial innovation is going to break the traditional pattern of financial markets, and then the Internet financial arises at the historic moment. On June13,2013, China’s biggest Internet company Alibaba, the Third-party payment platform launched a product which is called "balance", It is the first actually Internet financial services products. Financial market in China has several years of history, but it has the characteristics of a typical high threshold, so it provides services for a few people only, the majority of people enjoy less than interests. With its characteristics like low threshold and convenient purchase to redeem, Balance’s scale has been more than five hundred millions in3months. Subsequently, all of the Internet companies launched so many Internet financial products, resulting in financial market competition become more fierce. As the market is full of dynamic and competition, how to attract the attention of consumers, expanding market share, become the primary issue for each Internet financial business.First, I carried on the literature review about electronic commerce, traditional financial market, consumer behavior and so on. Based on the classical technology acceptance model, I increased the consumer perceived value and perceived risk variables to the model, finally put forward the model of the six variables influence each other. And then, on the basis of the above model, I designed the questionnaire of this study and distributed,314effective questionnaires are collected, after the modify, I used the SPSS20.0and the Smart PLS for data processing, including the validity&reliability analysis, descriptive statistics analysis, factor analysis and structural equation model analysis.The study result shows that there are different degree of mutual influence relations between various variables, such as:useful perception, perceived value and perceived risk directly influence consumer attitudes, simple perception influences consumer attitudes indirectly; The Useful perception of consumer behavior intention and perceived value also have a direct impact on relationships, Useful perception and perceived value have an indirect effects to the consumer behavior intention, social environment affects consumer behavior intention directly, and consumer attitudes influence on consumer behavior intention more than the extent of all of the other variables. Simple perception has a significant direct effect on useful perception, useful perception and perceived risk have significant impact on perceived value; Individual characteristics has different level influence on useful perception, perceived value, simple perception and perceived risk.At the end, on the basis of the research conclusion, we put forward effective suggestions on future development of internet financial, and analyze the deficiency of the study and the outlook for the subsequent research.