A Study On Internet Financial Users' Sustainable Usage Intention

In recent years,with the rapid development of Internet,mobile payments and computer technology,the traditional industry has been opened a new path of development.The convergence of Internet and traditional financial industry also triggered a highly touted new industry-Internet financial.Yu'e Bao as the representative of Internet financial products makes it most widely used because of its flexibility,convenience,low-risk and low-threshold characteristics.Huge market potential had also attracted not only the traditional financial industry,but also caused an intense competition between Internet companies.Tencent,Baidu,Jingdong and other Internet companies have also cooperated with fund companies to release Internet financial products.Meanwhile,users have also become increasingly picky on Internet financial products.Data show that a variety of factors can affect users' choice over Internet financial products and it's much easier to cause customer churn in the Internet environment because of its lower switching costs.Therefore,Internet and financial companies urgently need to know what kinds of factors will truly affect users' sustainable usage of Internet financial products.With the review of relevant literature,we have found the factors affecting users'wishes when choosing Internet financial products through data analysis based on a structural equation model and hypotheses,used the data of 329 questionnaires.The results of this paper show that:performance expectations,social influence and satisfaction will directly affect users' sustainable usage of Internet financial products in a positive way;in the present study,two factors,perceived risk and effort expectancy,don't seem to influence the users' choice in a direct way,but they would still affect users' sustainable usage of Internet financial products through its impact on user satisfaction indirectly.The contribution of this paper lies in that:a)with empirical research method,the analysis of the affecting factors of users'sustainable willingness to choose Internet financial products has filled the empirical study gap in such an emerging market in China;b)in this study,the integration of technology accepted model UTAUT basic research framework combined with perceived risk theory and satisfaction theory,which has provided a comprehensive and valid model to examine the users'sustainable willingness to choose Internet financial products;c)in this study,the actual sample data have been analyzed within model validation so that valuable research conclusions have been drawn;d)this paper has offered valuable recommendations to operators management and marketing strategies based on the conclusions of this empirical research.