A Study On Influential Factors Of People's Continuance Intention Of Ant Check Later

With the rapid development of Internet technology and the continuous change in the field of traditional consumer finance,the field of Internet consumer finance is also constantly innovating.E-commerce platform Internet consumption Finance is an innovative branch in the field of Internet consumer finance.In recent years,online shopping and cashless transactions have become a part of people's daily life.People's consumption concept are also beginning to change.Internet consumer finance platforms,represented by Ant Financial Services Group and JD Finance,have begun to the field of Internet consumer finance.Relying on its own unique advantages,E-commerce platform has its own uniqueness and innovation.It achieve rapid growth in the short term.However,e-commerce platform Internet consumer finance is still a very new field,facing a lot of challenges.Based on the combination of theoretical analysis and empirical research,this study first introduces the relevant background of Internet consumption Finance of e-commerce platform and the theoretical concepts needed for research.Taking Ant check later as an example,choosing college students in Wuhan as the research object,I use multivariable ordinal logistic regression for user's basic information to obtain basic characteristics of ant check later.Then on the basis of the theory of continuous use of information system,5 variables of using scene,comparative advantage,perceived risk,platform trust and subjective norm are introduced to construct the relative model of influencing factors of users' continuance intention.And 14 research hypotheses are put forward based on the research content and purpose.Finally,the paper puts forward some concrete ideas to the related problems,and summarizes the shortcomings and future prospects of the research.On the basis of the pre-investigation,the questionnaire was revised and then formally distributed.A total of 655 valid questionnaires were obtained.I process and analyze the data by using software such as SPSS22 and Amos.The conclusions are as follows: the use of scenes,comparative advantages and subjective norms have a significant positive effect on perceived usefulness.Both perceived usefulness and expected recognition have a significant positive impact on satisfaction.Perceived risk has a significant negative impact on platform trust.Satisfaction,perceived usefulness,comparative advantage,and Platform Trust have a significant positive impact on the willingness to continue to use;perceived risk has a significant negative impact on the willingness to continue to use.After summing up the research results,this paper puts forward some suggestions on the development of Internet consumption Finance of e-commerce platform,such as highlighting product advantages,expanding publicity breadth,strengthening risk control and enriching the use of scenes,and providing reference for the development of Internet consumer finance industry of e-commerce platform.