Study On Factors Affecting The Consumers’s Adoption Intentions Towards Internet Financial Product

The total amount of investment assets in our country citizens in 2015 will reach 116.5 trillion yuan, increased by 40.2% compared with 83.1 trillion in 2012, and personal finance market in China has great development space. But unlike the developed country residents’ high investment and high return model of financial asset, the residents of our country belongs to take deposits of low returns and low liquidity as their main way to manage money, their main income is labor income, investment income is very low, this shows that utilization rate of idle funds in our country is very low. Combined with the high threshold limit of traditional financial institutions, which makes the long-tail group of the low disposable income and high active, keen to reward is rejected.As the balance of the launch of Yu’ebao, more and more enterprises and financial institutions begin to launch new personal financial products, which are similar to Yu’ebao. Based on the data of China Internet network information center, the number of users of Internet financial product in China increased from 63.84 million to 78.49 million, increased by 22.9% in just 15 days. Because of the characteristics of low threshold, high yield, short redemption, the internet financial products have huge market potential and development space.Now the development of the internet financial marketing is still in the initial stage, and has facing some problems like the lack of strict supervision mechanism and the lack of users’ concern, many consumers have taken a wait-and-see approach, which will seriously affect the development of enterprises. In order to achieve long-term development, preempt the market position, Internet companies or financial institutions need to know how to attract users and keep the viscosity. Based on the above background, we have major user groups of Internet financial product-- college students and young working population as the research object, try to dig key factors which affect the adoption of consumers about internet financial products through an empirical research. Based on the research conclusion, this paper provides theoretical reference for enterprises’ products and marketing strategies.Firstly, this paper takes technology acceptance model(TAM) and the theory of planned behavior(TPB) as the basic model, according to the specific characteristics of the Internet financial products, integrates innovation diffusion theory(IDT) and the involvement, the research model which is used to investigate consumer’s adoption of Internet financial products has been formed. It also put forward some hypotheses based on the model.Then, on the basis of related literatures and the development status as well as characteristics of Internet financial products, we have designed our questionnaire to collect the empirical data of our Internet financial products users. In this paper, we chose the SPSS22.0 and AMOS18.0 as the statistical software to verify the proposed research model. The results show that perceived usefulness(PU), subjective norm(SN), perceived risk(PR) and financial policies and regulations(FP) affect the intention of adoption towards Internet financial products.Finally, we explain the research conclusion according to market status and characteristics of Internet financial products and give some products and marketing strategies to enterprises.