Research On The Influencing Mechanism Of Consumers' Willingness To Use Internet Financial Products

With the rapid development of the Internet and the wide spread of network technology,the demand of more and more users is becoming more and more diversified.In the development of Internet finance,the simple financial development path no longer meets the needs of consumers.The future development path of Internet finance will be the place we need to consider and refer to.Internet finance breaks through the boundaries of time and space,and can be used by everyone at any time.Although Internet financial products have their own advantages,there are qualitative differences in details from traditional finance.Users still have concerns about their choice and information costs.Therefore,in order to make Internet finance more profoundly tap its advantages and strengths and actively occupy the new market,it is necessary to understand the influencing factors when users choose to use products.This paper will take Ant Credit Pay as an example,and on this basis,provide reference for more Internet financial products.Based on UTAUT model,this paper builds a model of influencing factors of consumers' willingness to use by adding two factors: perceived risk and trust tendency.On this basis,the content of the questionnaire is determined.The questionnaire is distributed to the teachers,students and post-graduates of major universities in Fujian Province.According to the collected questionnaire data,we did descriptive statistical analysis and reliability and validity analysis.To ensure the reliability and accuracy of the data.Further,the structural equation model was used to empirically analyze the relevant factors of UTAUT model,and the influence mechanism of perceived risk,trust tendency and other factors on consumers' willingness to use Ant Credit Pay.Meanwhile,the moderating effect of gender and age on the corresponding latent variables was discussed.Finally,according to the results of the analysis,it provides suggestions for Internet finance.The conclusions of this study are as follows.(1)In UTAUT model,performance expectation,social impact and contributing factors are positively correlated with consumers' willingness to use.That is to say,the more help Internet products bring to users,the greater the influence of surrounding groups and organizations on users,the more convenient the conditions for using products,and the stronger the willingness of people to use them.Effort expectation is negatively correlated with willingness to use.That is to say,the less effort needed to use the product,the stronger the willingness to use it.(2)Perceived risk and trust propensity have opposite effects on willingness to use.Perceived risk is negatively correlated and trust propensity is positively correlated.The more uncertain users think there is risk in using Internet financial products,the more reluctant they are to use it.On the contrary,the more trust they have in the product,the more willing they are to use it.(3)Gender and age had no significant effect on the corresponding latent variables.That is to say,regardless of gender and age,the factors affecting willingness to use are consistent.