Research On The User Adoption Of Internet Consumer Financial Products

As an important engine of the national economy,the consumption has become the driving force instead of the investment and the export.And consumer finance,a financial service,mainly concentrated in the traditional bank consumer credit business in China.With the rapid development and wide application of the Internet technology,various types of the consumer financial products brought out,based on the different scenarios and the different groups of people,and the wave of large-scale migration of the consumer finance from offline to online appears.Internet consumer finance is a kind of consumer financial products or services which the users can choose through the Internet.First,this paper reviews the theory and the literature of Internet consumer finance and user choice intention.And then on the basis of summarizing and reviewing the previous researches,this paper integrates the task-technology fit theory model and unified theory of acceptance and use of technology,and on this basis,introduces the two variables of perceived risk and perceived trust.Finally the paper puts forward the research model composed by the ten variables influence each other,which are task creature,technology creature,task-technology fitness,performance expectation,effort expectation,social impact,perceived risk,perceived value,user choice intention and user choice behavior.On the basis of this model,the questionnaire was designed and distributed,and further analyzed by spss22.0 and amo22.0.The results of this study show that there are different degrees of interaction between the variables.The specific performance is as follows:task characteristics and technical characteristics significantly affect the task-technical fitness while task-technical fitness has a significant effect on the user's willingness to choose;performance expectation social impact perceived risk perceived trust have a significant effect on user's choice intention but effort expectation has no significant effect on user's choice intention.There was also a correlation between TTF and UTAUT variables.Technical characteristics significantly affected effort expectations and task-technology fit significantly affected performance expectations.Finally,on the basis of the conclusions of the study,from the perspective of user choice intention,this paper puts forward targeted marketing recommendations for the Internet consumer financial products,analyzes the shortcomings of the research,and prospects for the follow-up study.