The Survey Into Degrees Of Approval Of Yu Ebao Users Based On SEM

With the transformation and rise of internet finance,Yu Ebaohas become one of the most popular topics in internet industry and financial industry.Bythe middle of January 2014,Yu Ebao has accumulated 250 billion yuan and has won more than 49 million users.Meanwhile,it has achieved support from many financial long tail users.It has already become the trend of the age.Internet fund products have become increasingly more popular among the investors.More and more internet enterprises entered the competition of internet fund products,accelerating the development of monetary fund greatly.Meanwhile,the development of various kinds of internet fund productsbrings the enormouscompetitiveness for YuEbao,consequently,it faces a number of challenges.It is urgent to maintain the stickiness of regular users and win over potential new customer groups.This paper explores the main factors that influence users' decision-making of Yu Ebao and analyzed relations among these factors.It is believed that this research shall provide theoretical basis for the further development for Yu Ebao.By reviewing the literature related to Yu Ebao,this paper deeply analyzed Yu Ebao's operation characteristics as well as its relationship with the internet users.Moreover,it puts forward the user recognition theory and its conceptual model,and applied the structuralequation model to test the theory and modify the conceptual model.Finally,it gets the final acceptance model from repeated tests and modifications of the initial model.By building recognition index,the article measured the present recognized situation of Yu Ebao users.The research results indicate that users' understanding of Yu Ebao is quite influential;the return rates of Yu Ebao help it to achieve the core competitiveness and the users seldom neglect the risk of Yu Ebao.This research also reveals gender,age and education level all exert great influence on user's recognition degree.In the five recognized rating index,the user recognition index of Yu Ebao has got the 3.38 points,indicating that Yu Ebao has achieved users' recognition.It is believed that this research will provide some references and guidelines for Yu Ebao in improving service ability,segmenting the target market,perfecting the products and enhancing the corecompetitiveness.The originality of this research lies in three aspects.Firstly,it explores the influencing factors of internet financial products from the unique perspective of popular fund products Yu Ebao,on the basis of existing research results.Secondly,it tries to introduce the new method of structural equation model to test the theory.Thirdly,it puts forward the recognition index of Yu Ebao users,which will provide the recognized users index with a new calculation method.