Empirical Research On The Factors Influencing Individual’s Acceptance Of E-finance Portal

E-Finance has shown rapid development and diversified innovation in China. Until the end of 2014, the industry scale of E-Finance has exceeded 10 trillion yuan. As one representative business model of E-Finance, E-Finance Portal exhibits brightful prospect, but faces with the problem of limited coverage of users, which needs immediate guidance of theories. However, there is little academic research on E-Finance Portal both at home and abroad, not to mention literature concerning about factors influencing users’ acceptance intention. To fill the gap, this paper chooses the perspective of individual user, and then builds the acceptance model of E-Finance Portal based on the series of innovation acceptance theory, next analyzes the factors influencing individual’s acceptance of E-Finance Portal, so as to guide E-Finance Portal enterprises to effectively improve user coverage. Through an in-depth survey with 175 individuals, this paper collects fruitful data fom the questionnaires precisely designed, and then deals with them by excuting regression analysis in SPSS and structural equation modeling in AMOS, finally finishes the test of all 28 hypotheses proposed and obtains the following important empirical results: 1) perceived usefulness and perceived ease of use are the two most important factors influencing acceptance intention; 2) subjective norm and compatibility positively influence acceptance intention respectively through the mediating effects of perceived usefulness and perceived ease of use; 3) individual innovation and revenues are able to separately adjust the influence of perception usefulness and perceived behavioral control on acceptance intention. Accordingly to the findings, this paper presents internal and external business development suggestions to E-Finance Portal enterprises. To develop internally, E-Finance Portal enterprises should enhance the effectiveness, ease the operation and guarantee the safety. To develop externaly, E-Finance Portal enterprises should establish reputation and cultivate users. Implementing the two-pronged approach can help E-Finance Portal enterprises win more user acceptance.