A Study On The Willingness And Influencing Factors Of Cloud Financial Users

Big data and cloud computing technology develop rapidly and are widely used.The combination of cloud technology and enterprise financial accounting information system forms cloud financial products and services.The use of cloud financial products and services can not only greatly improve the efficiency of financial work,but also reduce the overall cost of financial work to a certain extent.However,there are also some problems and deficiencies in the use of cloud financial products and services.For example,the popularity rate of cloud financial products is not high,and a series of problems such as security,lack of talent and risk incompatibility are faced in the promotion process.Users’ willingness to use cloud financial products is not high.At the same time,cloud financial products and services are emerging products,and relevant literature research still stays on basic qualitative analysis,which needs to be enriched.It can be seen that quantitative research on increasing the willingness of cloud financial users has certain practical value and theoretical significance.In this thesis,TAM model,cost-benefit theory and exchange theory,domestic and foreign literature research on cloud finance and users’ willingness to use are used as the theoretical basis for building the model.At the same time,in-depth interviews were conducted with 8 employees of DB company to gain an in-depth understanding of the influencing factors of cloud financial users’ willingness to use.Finally,based on theory and practice,the influencing factors model of cloud financial users’ willingness to use was constructed.This thesis analyzes the influence on cloud financial users’ willingness to use from five aspects of perceived usefulness,perceived ease of use,perceived cost,perceived benefit and perceived quality of service,and puts forward corresponding research hypotheses.Then 230 valid questionnaires were obtained through questionnaire survey.Correlation analysis and regression analysis were used to test the validity of the model and the validity of the research hypothesis.The research draws the following conclusions: First,users’ willingness to use cloud financial products is low,and most employees give low scores to "perceived usefulness","perceived ease of use","perceived service quality" and "perceived benefit",while giving high scores to "perceived cost";Second,users’ "perceived usefulness","perceived ease of use","perceived quality of service" and "perceived benefit" have a significant positive impact on their willingness to use cloud finance,while "perceived cost" has a significant negative impact on their willingness to use cloud finance.Third,users of different ages and educational backgrounds have significant differences in their willingness to use cloud finance.Users with higher educational background have higher willingness to use cloud finance.Users aged 26-35 have the highest willingness to use cloud finance.Then,combined with the empirical analysis results,the problems existing in the use of cloud finance of DB company are summarized.First,the lack of understanding of cloud finance leads to low perceived usefulness;Second,lack of professionals leads to low perceived ease of use;Third,the existence of large security risks affect the perceived benefits;Fourth,the high cost of cloud financial product migration increases the perceived cost;Fifth,the lack of personalized product design leads to low perceived service quality.In order to promote financial cloud users intend to,from ascending user understanding of cloud financial,positive training financial professionals,promote cloud cloud security technology transformation,optimization of business processes to reduce costs,develop personalized financial products and services,such as cloud to improve DB company employees in the use of financial products and services to cloud.The research provides decision-making basis and reference for the effective improvement of the willingness to use cloud finance.