Research On The Influencing Factors Of Consumers’ Behavior Intentions Under The Background Of Digital Finance

In the 21st century,China’s economy has entered a stage of rapid development.With the wave of Internet finance,the whole financial construction of China will be remoulded profoundly under the promotion of the traditional financial sector and the Internet financial sector.To some degree,the Internet finance is more accessible to the development model and the rigid demand of economy at the system,policy and technology level.Under this circumstance,the traditional finance has been facing great pressure and challenges.Based on the Theory of Rational Behavior(referred as TRB)and the Theory of Perceived Value(referred as TPV),this paper firstly constructing the research model of the factors influencing consumers’ behavior intentions with the guidance of theTechnologies Integration Model;secondly studying the fundamental factors driving consumer consumption by taking the consumer as a research object in questionnaire survey method,quantitative analysis method and empirical analysis method;thirdly providing the basis and reference of repositioning and renovating the traditional financial industry by digital finance.After the quantitative analysis and empirical analysis,the results show that the perceived ease of use,perceived usefulness,situational factors,social impacts,effort expectancy,perceptions of danger in consumption and cost have impacts on the consumers’ behavior intentions.Be that as it may,the perceived ease of use,situational factors,social impacts,and perceptions of danger in cost have played significant roles in the consumers’ behavior intentions by the SPSSAU Statistical Analysis Software.Meanwhile,the consumer consumption behavior have been influenced with the help of personality traits by these factors to some extent.What’s more,this paper shows that the traditional financial industry should:firstly apply digital finance scientifically and efficiently to renovate financial products and services;secondly need improve quality and growth in simple and convenient ways;thirdly pay attention to renovate and optimize consumption scenarios;fourthly break through their disadvantaged position with the help of more effective market strategies.All in all,the traditional financial industry should use the resource advantages to realize the organic integration of Internet and finance,so as to improve the financial efficiency,optimize the transaction structure,and help to reform the financial industry.