| We can see some significant message which by the newest customer market-ing research in 2017,China's total economic volume exceeded 82 trillion yuan at the end of 2017,and jumped into the world's second largest economy.With the rapid development of market economy,the per capita income of Chinese residents has been increased,and the domestic consumption market environment has been developed rapidly through a series of step-by-step upgrading on the specific characteristics of consumption level and consumption mode.At the same time,due to the rapid development of big data and Internet of things technology represented by the Internet of things in China,and the joint innovation with the traditional consumer finance business in the past,a new consumption mode with the Internet and the Internet of things technology as the medium appears in the domestic market.First of all,thanks to the support of government policies for emerging industries,the Internet consumer finance model has developed rapidly in China,and secondly,thanks to the technological innovation of the Internet,Internet consumer finance has provided relevant facilities in the life of Chinese residents.E-commerce based on the development of the platform has also deve loped similar to the "Ant Finance "," JingDong white bar "," Su Ning F inance" and other products,but also should see that "Fenqile "," Interested by stages " and other Internet consumer finance based on phased shopping platforms also occupied a considerable market share,while the traditional banking and financial business spontaneously combined with Internet companies to launch "E fast loan" and "Mobile fast loan" and other Internet elimination products,which caused fierce competition in the domestic market.The former simple drainage to expand the user group or attract users and other means have not been the focus of competition in the current market,how to attract users and turn them into user stickiness became a key factor enhance the competitiveness of enterprises,through continuous good to users to achieve the cultivation of user loyalty and eventually into the continued use of willingness and behavior increasingly become the key to research.On the basis of combing the relevant literature,we establish the expectation confirmation model theory as the basis,combine the brand loyalty theory to introduce the product knowledge variable in the model,construct the influence factor model of the Internet consumer finance user's willingness to use continuously,collect the data by issuing the questionnaire and carry on the empirical analysis and scenario simulation experiments are designed to enhance the correlation between variables to provide reliability for the overall structural model.The results show that the perceived usefulness of users has a significant impact on the willingness of Internet consumer financial platform to continue using through the intermediary role of brand loyalty and user satisfaction in the process of use.and product knowledge plays a regulatory role in the process of user's influence on two intermediary variables.From the research hypothesis,the conclusion is drawn that the normal development of Internet consumer finance campus can be realized,hoping that the service providers can optimize and upgrade according to the characteristics of the campus market,adjust the industrial layout of enterprises,and take the campus market as the springboard to provide experience for the larger domestic consumer market.At the same time,it also combines with social focus events,which makes Internet consumer finance develop continuously in the direction of reasonable and healthy,and provides more and better services for the public. |
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