| The past years has witnessed a remarkable evolution in field of modern information technology that affects dramatically the traditional financial environment of China. In 2012, Xie Ping proposed the first time an academic theory to describe the new model and named it "Internet Finance". The principal spirit of "Internet Finance" should be "Sharing and Openness", and the strategy highlights the importance of individual who consumes insignificantly but requests financing or opportunities of investment. By marketing low-cost but high-quality financial products to the individual and benefiting from agglomeration effect of Internet, "Internet Finance" discovered a new market with a huge amount of customer.Yu'E Bao, created by Alipay and Tianhong Fund in 2013, liberates the individual from traditional financial institutions by offering high-liquid, high-remuneration but low-threshold financial products. It has been the second large monetary fund around the world with the assets of 70 billion RMB in the middle of 2015 so far. The success of Yu'E Bao interpreted convincingly how powerful the Internet financial products will be and affected the domestic financial markets through Butterfly Effect and the capital markets was led to a new bloom aging. The commercial banks and other e-commerce companies launched own financial products thereafter, such as "Licai Tong", supported by Tenpay of Tencent in the early 2014 and, "Tiantian Yi" which is found by Industrial and Commercial Bank of China (ICBC) and ICBC Credit Suisse (ICBCCS)... However, the sustainable development of "Internet Finance" suffers from the urban-rural dual economic structure system as well as imbalance of Internet penetration. Citizens profit a lot from the comprehensive financial services while rural residents are unconscious to the new tendency due to backward movement of technology and financing model in rural areas.By applying Theory of Planned Behavior (TPB) and Theory of Acceptance Model (TAM), this article concentrates on factors that influence acceptance and usage of Internet financial products in rural areas. It finally would conclude a practical guidance to help expand rural financial markets by analyzing characters of Internet financial products, development of rural economy as well as household consumption in rural areas. The main body of this article is divided into four parts in view of blueprint mentioned above:The first chapter details academic background of Internet Finance Model and usage intention, recalls supporting politics of rural finance, analyzes challenges impeding development of rural finance and then discuss how Internet financial products market rural areas.The second chapter resumes national and international researches and analysis of Internet Finance and rural finance and,confirmes the model applied,which combines TPB and TAM.In line with results of investigation,the third chapter introduces development and problematic issues of Interest Finance in rural areas.Inspired by the inclusive finance,this part would dig out new source of rural financial markets growth by examining Yu'E Bao.In the forth part of the article, the author presents the model that he creates and the investigation that conducted in Henan province and that involved 300 rural residents in Luanchuan Xian and Ningling Xian respectively.According to the results of reliability and validity analysis, the fifth chapter evaluates the model by using statistical analysis and multiple regression analysis in Microsoft, MATLAB and SPSS.To conclude, the sixth chapter provides theoretical guidance for exploration of Internet Financial products in rural areas and open question to discuss. |
PDF Full Text Request