| Because China’s interest rate marketization has not yet been completed and the financial market is not mature and perfect,the traditional financial service can not meet the demand of the residents.The residents desire to gain a financial product which is the organic combination of low threshold,high return,better liquidity and medium risk for a long time.With the continuous development of Internet technology,and the Internet consumption habits of netizens have been gradually developing,the Internet financial service become an important mode to change the existing pattern of traditional financial service.In 2013,Ali Finance jointed Tianhong Fund to launch a new Internet financial management tool,Yu’e Bao,which is the combination of capital increment and network consumption.After the release of Yu’e Bao,it carried all before one,broke our country’s monetary fund growth record.Affected by Yu’e Bao,many big Internet companies also jointed fund companies,launched various Internet remainder financial management tools,making China’s monetary fund market big explosion of expansion,and they also have great influence on the bank deposit.Because of the popularization of information technology,especially the intelligent mobile phone,and the young network people have gradually become the main classes of our society,the Internet remainder financial management tool will become an important investment channel for residents in the future,and it will have a great impact on the traditional banking business.So,what exactly is the reason that affects the financial assets selection behavior of users?Deep analysis on the mechanism behind the user investment behavior is conductive to the proposed policy on the development and promotion of products,attracting and retaining more users.Therefore,this paper will focus on user behavior,to study the factors that influence the usage behavior.As a mixture of Internet technology of financial products,the research of Internet remainder financial management tools on the investment behavior of the user mode is now only limited to the theoretical exploration.The factors which influence the investment behavior of users are also inconclusive.Through reading and summarizing lots of literatures,author thinks that the study of the Internet investment behavior can not copy the traditional financial investment theory.It should be based on consumer cognition perspective,using TAM as the basis of the research.Combined with the results of interview of part users’ experience,the model is modified properly,introducing some variables the network externality,subjective norm,perceived risk,to construct the research model of Internet remainder financial management tool of usage behavior for studying the relationship between the variables and the end usage behavior.This study collected 423 students and office workers who tried to use such tools in Jiangsu province as samples,using EXCEL and structural equation model to analyze the data,drawing the following conclusions:(1)The Internet remainder financial management tool users have the following characteristics:low age,low income level,higher education,less investment experience,medium risk preference,higher network close degree,higher degree of dependence on online shopping.(2)The factor of users use Internet remainder financial management tool in accordance with the path load factor value order:perceived risk,perceived usefulness and network externality;perceived ease of use,subjective norm and network externality have significant impact on perceived usefulness.(3)Perceived risk is the most important factor influencing user behavior.The financial risk has the largest impact on the final user behavior,followed by the psychological risk,security risk and policy risk,performance risk has no impact on the final behavior.(4)Perceived usefulness has a significant positive effect on usage behavior,namely the relative return users perceived higher,the liquidity better,more users are willing to invest in such products.While perceived ease of use has no significant effect on the usage behavior,but has a significant positive influence on perceived usefulness,because when users in determining their investment,they are more concerned about the product’s function and risk,and the ease of use influences user behavior indirectly through the perceived usefulness.(5)The various dimensions of subjective norms have significant positive effects on perceived usefulness.The stronger the users are affected by the surrounding important population and the media,the more they will find these financial products are useful.(6)Network externality positively affects the perceived usefulness,perceived ease of use and behavior.This proves that with the increase in the number of users,the utility of everyone is improved.Increasing communication between users,more users can enhance the perceived ease of use,but also users might feel this is an useful financial management tools,and encourage users to use deeply.Finally,based on the analysis of the above research,the author advised some that for developing the Internet financial industry,they should control the product risk strictly,strengthen the promotion and the design of products and pay more attention to personnel training. |
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