Research On Internet Finance Users' Decision-making

In recent years,with the increase of income levels of residents,more and more people have paid attention to financial planning.However,the traditional financial institutions,such as banks,their main target group are rich and high quality user which accounts for 20%of people,and they ignores the financial needs of the "long tail" which accounts for 80%.In the golden age of the Internet,the combination of internet and finance bring the banking new power and more opportunities for development.The advent of Internet financial services has provided the "long tail"groups a new type of investment channels.Since the "Yu E Bao" appears,seems suddenly,Internet banking has become a buzzword.Currently,some funds,banks and other financial institutions and Internet companies have been presented a variety of financial products.Their intention is to get market share.The competition of the Internet financial market has become increasingly fierce.In the Internet era,focusing on the customer experience is the key to succeed.The article mainly talks about Internet Banking user.And the author sorts the study of user behavior theory and research of current domestic and international scholar.Firstly,the concept of Internet Banking and the concept of Internet banking was discriminated,and its classification and characteristics are described;secondly,in the basis of technology acceptance model,the theory of Reasoned Action,personal finance analysis Model and other related user behavioral model theory,the article established a new model named internet banking user decision making model and then raised hypotheses.Thirdly,the author scanned a number of scholars'research,and then designed the questionnaire,collected data through questionnaires.Moreover,the author sets out the questionnaire and then collects the questionnaire to discover the factors affecting the uses' purchasing of internet banking.Finally,through analyzing the data and testing the model,the author concluded.The results show that perceived usefulness and perceived ease of use have a significant impact on the user's intention,users always find more easy to use the Internet financial products,easy to operate,then the intention to use this product will be higher.Similarly,users consider that the product is useful for their own purposes;they are more willing to use it.The results show that perceived ease of use,perceived usefulness and perceived benefits have a significant impact on the user's attitude.The more easier Internet financial users find,the higher the attitude of the use of the product will be.Similarly,the more useful users feel,the higher the attitude will be.The correlation between the level of financial literacy and financial character was positive.The higher the financial literacy,the more rational the users.Finally,the user's attitude with financial character determines the final user behavior,attitudes towards the Internet users of financial products more positive,more rational,then the probability of financial products he uses the Internet will be higher.Finally,the user's attitude and financial character determine the final behavior.If user's attitudes towards the Internet financial products is positive and he is rational,then the probability of financial products he uses the Internet will be higher.