Reseach On Influencing Factors Of User Adoption On Internet Consumer Finance

With the rapid development of computer and information technology,the Internet has made our lives more convenient in all aspects. The arrival of the Internet era has not only changed people's lives, but also made huge influences on many traditional industries, such as the emergence of new model. As a new model, Internet consumer finance has made rapid progress in recent years.The purpose of this research is to sort out the influencing factors,analyze the relationship among the factors, and make further suggestions on the operation decision-making and related operational activities for the industry operators.Based on the summarization of the literature, this study selects the UTAUT model as the foundation model. This study proposes an Internet consumer finance adoption model and research hypothesis from product attribute, personality characteristics, perceived risk and UTAUT model.In this study, 272 valid sample data are obtained from the survey of influencing factors of user adoption. Based on the collected data, this paper applies descriptive statistics analysis, reliability analysis and validity analysis of questionnaire through SPSS. Meanwhile, AMOS is used to analyze the model and research hypothesis. The results show that performance expectancy, social influence and perceived risk have significant influence on adoption will, adoption will and facilitating condition have significant positive effect on adoption act, product attribute and personality characteristics have significant effects on performance expectancy and perceived risk, social influence has a significant effect on perceived risk and adoption will, effort expectancy positively affects performance expectanc'y and has no significant impact on adoption will. In the end, based on the research results, this study proposes suggestions for the future development of Internet consumer finance from the user adoption.