Study On Consumer Behavior Intention Of Internet Financial Products

Internet financial products-Yuebao made huge progress since 2013, it not only brought most consumers financial management consciousness and experience, but also accelerate the Internet investment. On the other hand, financial conscious of consumer in our country is very week compared with people from the United States and other developed countries. Vast majority of people even have no financial management experience. While with the increase of residents’ income, the improvement of financial management consciousness, the domestic personal finance market has a lot of room to improve, Internet investment is a trend of personal finance. From the perspective of consumers, building a behavior intention model of financial products, can provides financial institutions theory support. Research on consumer behavior intention are usually based on the technology acceptance model combined with other theories. Considering that consumers of the Internet financial products is both the adopter of mobile payment and the decider to invest. This paper draw theory support from the valence framework、trust and innovation diffusion theory. This paper takes Yuebao as research object to build a use intention model of the Internet financial products in the context of Internet finance. Research data was collected via a web survey among the young group, SPSS and Visual PLS are used to test the research model. The results indicate that i)the positive utility relative advantage and compatibility have significant influence on consumers use intention, while ease of use indirectly affect the use intention; ii) the negative utility perceived risk has no longer significant impact on use intention, mainly lies in the consumer perceived risk of Internet financial products have focused on security risk; iii) trust indirectly affect use intention through influencing the positive and negative utility. Finally, research results were discussed, and relative suggestions were proposed.