Research On Influencing Factors Of Adopting Behavior Of Internet Consuming Financial Products For Individual Users

After the 2008 economic crisis,China's economic growth is still overly dependent on investment,exports also rely mainly on the US and European economic growth.In the face of the volatile political situation in the United States and Europe in recent years,the economic environment uncertainty factors rise,the State Council proposed to stimulate the national GDP consumption,encourage the development of innovative finance,which will stimulate national consumption as an important direction of China's economic transformation,Financial and thus to the rapid development of the opportunity.August 2009 the first time the country formally promulgated the "consumer finance company pilot management approach",China's first consumer finance company license issuance and start operations.2013 to 2015,China's consumer finance pilot area to further expand to the nationwide,consumer finance approval authority gradually decentralized to the provincial department.The 2016 government work report once again emphasized and encouraged the development of consumer finance and innovative finance.The face of the market more and more "white bars" products and users,there are many people holding wait and see attitude,then these consumers are in what kind of consideration? What factors have an impact on consumer behavior? And what are these factors that consumers are most concerned about? The authors argue that the answers to these questions will provide a better understanding of the different participants in the Internet consumer financial market and will provide better advice on the quality of service for Internet consumer financial products.Therefore,the author builds up the research model and hypothesis of this paper based on the UTAUT model,and puts forward eight influencing factors and three adjustment factors that affect the behavior of Internet users' adoption of Internet consumer products.And through the survey of 348 respondents,and the recovery of data.The reliability analysis and structural validity analysis of SPSS and AMOS software were used,and the structural equation test of the model was constructed.For users of Internet consumer financial products,the following conclusions are drawn:(1)The use of scenario factors will have a positive impact on the performance expectations and efforts of the survey users,and the performance expectations will positively affect the user's willingness to use,and the consumer The effort is expected to have no significant impact on the willingness to use.(2)community impact on the user's willingness to use will have a positive impact,and through the use of willingness to positively affect the user's use.(3)consumer perceived risk factors and contributing factors on the user's intention to use is not significant.(4)consumer innovation will have a positive impact on the user's willingness to use,and will have a positive impact on the use of the consumer through the use of the will.(5)gender and consumer monthly shopping frequency will have a regulatory effect on the impact of some factors,while the consumer's disposable income on the model to adjust the effect is not significant.The author and in accordance with the above conclusions for the Internet consumer finance company to provide advice on the direction of development,in order to win a wider range of users.