Empirical Research On User Adoption Of Internet Finance

At present,Yu Ebao as the representative of the Internet financial development,has greatly changed the traditional financial structure and people's the way of life.In the face of the fierce competition and dynamic emerging markets,how to attract the attention of consumers,to seize the advantage in many Internet financial products,is the main research needs of each to build the Internet financial products enterprises.Based on this background,this paper through the literature research,user interviews,questionnaire research,statistical modeling and other research methods,based on the UTAUT framework to establish a model of Internet banking adoption behavior.According to the characteristics of the Yu Ebao itself,the individual characteristics as moderating variables in the model,design the explanatory variables and explained variables.Reliability,validity,and descriptive statistical analysis of questionnaire data collected from the survey.Through the single factor analysis of variance,selected variable has a significant impact on Yu Ebao adoption in the explanatory variable in the model,and clustering analysis on the sample data by adjusting the variables selected,divided into several groups with distinctive characteristics.The construction of the Yu Ebao adoption model analysis of multi group structural equation model empirical measure,found the key factors influencing the adoption of Yu Ebao.Finally,according to the results of empirical analysis,draw the conclusion of this paper and the corresponding Internet financial products marketing operational recommendations.Accordingly,the Internet financial enterprises can take appropriate measures according to the results of this study,targeted to improve their products,to provide users with better services,so as to promote their own development.