Research On Customer Participation Impact Mechanism For Internet Finance In China

With the development of society and economy, as special services, financial industry was penetrated constantly by the internet. Therefore, a new business model——internet finance, is suddenly rising. Internet finance with equality, freedom, decentration and the ability to accommodation and the huge potential, gradually becomes the pioneer of reform of financial system, and show an important force for sustainable development.Under the internet financial model, the way of payment is greatly simplified by internet technology, and the information handling and risk control is solved through network model. At the same time, the convenient handle makes possible. The financial marketing asymmetry is kept down by the advantages of the internet to exchange information. Both sides of supply and demand achieve the information exchanges sufficiently, so the capital allocation efficiency is greatly improved, the maturity matching, and the risk sharing costs are reduced. In the internet financial model, it should include far-reaching customer participation. And the social idle funds are allocated as transferring from ordinary citizens who was excluded from the traditional financial industry to demand side of funds. The internet finance is speed up the process of democratization of finance, by the role of the practitioner and pioneer of Inclusive Finance.With the upgrading of competition, the customers are more important, and the customers will be paid more attention to as a factor of production. So the customer participation and customers will become the new source of competitive power of internet financial enterprises. The focus of competition will be transferred from the past "internal resource competition" to the "external resources competition". Innovation is the core for competition, and the customer participation is the key for innovation. However, the overall level of customer participation remain comfortably low, so it is urgent that how to improve the customer participation, and free up capacity from the customer participation to obtain the power of innovation. To solving this problem, we should find out the influence factors and mechanism of customer participation in internet finance.At present, the researches about internet finance focus on four subjects:definition, model, regulatory, and the construction of the finance frameworks. Few researchers pay attention to internet finance customers participation. It is not made sure what is the composition of the customer participation in internet finance, the influence factors and mechanism. So need more study in this area.This paper starting with collecting relevant details, based on the theory of customer participation, through Interview and empirical analysis, discusses the influence factors and mechanism, and implications for management on the basis of the conclusions.Base on the researches before, these variables (perceived profits, perceived ease use, perceived risk) were proposed for the model of customer participation in internet finance. In the basis of these variables, build the factor model of the influence factors and mechanism, by taking 373 valid samples through qualitative analysis. At least, the factors and the relationships were showed.By the empirical analysis, this paper draws the following conclusions:confirms that the perceived profits are obviously related to cooperative behavior; perceived ease use is obviously related to perceived value; perceived ease use is obviously related to cooperative behavior; perceived value is the intermediate variables of perceived ease use and cooperative creation; perceived risk is obviously related to information search; perceived risk affect obviously cooperative behavior through information search; perceived value affect obviously information, cooperative behavior and cooperative creation.The probable innovations of this paper are following. Firstly, the research perspective about internet finance, provided a relatively new subject; Secondly, confirmed the perceived profits, perceived ease use, and perceived risk is the Influence factors and the mechanism; Thirdly, perceived value is the intermediate variables of perceived ease use and cooperative creation; Fourthly, certified the cooperative creation is one of the factors of customer participation.