| In recent years,the coming and rapid development of online finance has launched a powerful challenge to the traditional commercial banks while it has brought a lot of convenience to people's lives.However,domestic commercial banks,which have abundant capital resources and user resources,are constantly adjusting their pace of development.The practice of carried out by commercial banks in the field of online finance is enough to show that they pay much attention to online finance.It can be seen that the focus of commercial banks is shifting to the development of the platforms of online finance from the establishment of bank portals,the introduction of online banks,to the development of mobile banking software,the construction of a smart banking platform,as well as to the signing of strategic cooperation agreements with third party technology companies and the establishment of technology subsidiaries,etc.Furthermore,it is worth studying for whether commercial banks have obvious advantages in the layout of the platforms of online finance,or how commercial banks enhance the value of their online platforms from the perspective of user behavior.Therefore,it takes the online finance platform of commercial bank as the research object in this paper,and takes the CMB Mobile Life as the case,to make the analysis of the influencing factors of the use behavior of users,which thus puts forward some suggestions for commercial banks to operate the platforms of online finance on the basis of the results of the analysis.In this paper,it firstly takes the related theory in the field of online finance as the breakthrough point,which has stated some concept summary to this field made by some scholars at home and abroad,the main patterns of online finance and its influence to the commercial bank,as well as a series of measures taken by commercial banks to establish the platforms of online finance.Secondly,it takes the CMB Mobile Life as a case study,which is the representative the platform of online finance of domestic commercial banks,to analyze the current situation and advantages of the current CMB Mobile Life.Then,it takes the UTAUT model as the benchmark model for the research on the behavior of the users of CMB Mobile Life,which also selects corresponding independent variables,dependent variables and adjusting variables,so as to put forward the research hypotheses of this paper.In terms of the part of the questionnaire survey,it uses the questionnaire star of network channel to design questions in this paper,which then publishes the questionnaire through the network channel and carries on the sample collection.As a result,more than 200 questionnaires are eventually recovered.After checking and sorting out the questionnaire,the reliability analysis and validity test are done by using SPSS 19.0 software.Then,it uses the Amos 20.0 software to construct the structural equation model(SEM),which thus verifies the hypothesis of the model.Finally,it gets the following conclusions that UTAUT model is suitable for the study of the influencing factors of the use behavior of users in CMB Mobile Life.In this paper,it can be seen that the users' willingness to use CMB Mobile Life is significantly positively affected by performance expectations,product perceptions,convenience factors and personal innovation.And the users' willingness to use CMB Mobile Life is significantly negatively affected by perceived risk.While social impact has no significant effect on the user's willingness to use it.At the same time,gender also has a significant impact on the measurement model.In this paper,it finds out the key influencing factors for the users to use the platform of online finance of commercial banks on the basis of the research on the influencing factors of the user behavior of CMB Mobile Life.In addition,it also puts forward some relevant suggestions on this basis for the operation of the platform of online finance of commercial banks in China from four perspectives,such as improving performance expectation,accelerating product innovation,promoting the willingness to use,and reducing perceived risk.Finally,what it hopes to see is that all commercial banks can improve their recognition and penetration as well as develop in an orderly manner in the highly competitive market,so as to finally realize mutual benefit and win-win situation in the market. |
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