A Study On The Mechanism Of The Innovative Product Diffusion Of Internet Finance

Based the previous study on the innovation of e-finance, combined the diffusion theory of innovation and technology acceptance model, this article presents fitting methods and several correction models of the curve cluster model to recognize, understand and predict the dynamic diffusion process of the Internet financial innovation then summarizes its affecting factors, process and effect of proliferation between consumers. Built the influencing factors model of the internet financial innovation diffusion, take a typical representative—P2P online lending as an example conducted an empirical study. The main conclusions of the study as follows:(1)Network externalities as the most important characteristics, playing a great role in dynamic diffusion process of the P2 P online lending which is divided into two parts, the broad and the narrow.(2)From the consumer’s perspective, the paper researches the diffusion process of innovative production of the Internet finance and its factors, builds TAM and the influencing factors model of the innovative product diffusion of the internet finance including the characteristics of innovative product, the diffusion channels, the using attitude and behavior.(3)Takes P2 P online lending as an example, modifies the influencing factors model of the internet finance and according to path coefficient, the results show that network externalities,consumer preference, perceived benefits, computer self-efficacy, usefulness, compatibility and interpersonal influence are significantly positive related to the behaviors of P2 P online lending, the perceived risk is significantly negatively related to the behaviors of P2 P online lending, the use of cost and media influence are irrelevant to the behaviors of P2 P online lending.