Research On The Adoption Of Internet Finance Payment Services Based On Social Impacts Of SNS Users

Social Network Site is the network of social influence reflect in the virtual space,which is the important medium for spreading information an ideas between members.The development of financial innovation is one of the core topic in transition period China,is particularly important in the context of rapid economic growth.How to improve the current financial innovation,and promote the further development of Internet banking? This is the development of financial service,the important content of constructing harmonious society.The essence of a combination of financial and Internet has not changed the financial,Internet financial innovation value need to pass through the diffusion of innovation,innovative products must be adopted and populated among potential users in a certain way,then form scale affection,further expand the scope of application of financial innovations.As Warren Edwards pointed out: "The essence of financial innovation is not the product pricing and management of complex financial derivatives of the superb skills,the product which meeting the needs of users,has the advantages of simple structure and easy for users to understand is the core of financial innovation.” Financial innovation is only accepted by users and used to realize the value of innovation.However,a large number of empirical studies show that,the new financial products in the market of Internet financial services enterprise use rate did not meet expectations.According to Gartner statistics show that the number of Internet payment,the size of the market and users grew a lot,but the current global use of Internet users counted less than 10% than the proportion of mobile phone users,user adoption behavior is a micro foundation innovation diffusion,this phenomenon indicates that there is a great space for Internet financial innovation to improve,so in the end what is the factors that restrict the user to accept the use of Internet payment service?Investigate its reason,for the majority of consumers already do not have the expertise to identify and decide the financial products,network operating distrust exacerbated the risk perception of Internet financial enterprises.Without fully understanding the needs of users in Internet environment,it is bound to be difficult to gain market acceptance and recognition.How to improve the ability of financial services,reduce the cost,and improve the financial innovation diffusion of financial innovation adoption efficiency is an important research topic in the reform of financial institutions China through financial innovation,is the core issue of this paper.So what are the characteristics of the Internet user behavior patterns? Internet broadened the scope pf time and space of people and also form the people of Internet terminal based on grid independent action,and contrast to the expanding range of contrast,people's emotion is more and more small circle.The social networking site for cross regional exchanges to build a bridge between people,to make up for the sense of alienation,social media and technological progress embodied in it for the human exchange emotional capital and symbolic capital and create a more vivid platform.From the point of view of sociology,the rise of social media is because it meets the human instinct and the spread of information needs,is a return to Internet technology to meet the functional properties of human action.The user often refers to the opinions of others before deciding on the network to buy a certain product,especially in social network evaluation of information has a great influence on subsequent buyers,social relationship has an important effect on the user's purchase decision.With the development of user dominant logic,some scholars from the perspective of user participation,user loyalty mechanism model is constructed to serve enterprises.However,these models often ignore the factor interaction between users,in order to fully understand the financial impact of the Internet social networking products adopt,according to Davis et al.Proposed the technology acceptance model(Technology Acceptance Model,TAM)theory,extend the TAM model from the three dimensions as conformity effect,subjective norm and social network user involvement,and constructed theoretical framework on the basis of constructing the social network users and the diffusion of perceived interactivity payment product adoption factors,and has carried on the empirical research on the product oriented social networking users pay.The innovation of this paper lies in:First,took the adoption of payment as users of social innovation of Internet financial services to observe and study the effects of perspective,studied social networking on the Internet financial innovation,identified the rule of consumer decision making of financial innovation diffusion under the influence of social network and adopt in the process of law.Based on the user's user pay,social relations and social environment three aspects of the research,this paper use social networks to the users "social needs" motivation for study,respectively from the social environment the user's own social platform response-"conformity"(passive,emotional),information on the user's own actively initiated "--user involvement"(active,rational)and social environment impact on users and others"subjective norm" in three dimensions,from the inside and the outside of the passive and active,and so on the different angle to the social payment user behavior.The research proofed that the relationship between the new connotation of the antecedent variables and payment product adoption behavior showed different degrees of social relations in order to expand,but with many studies have referred to "user involvement has a greater contribution to the final acceptance of the" different products,this study found that in the social network,"the relationship between user involvement.And other factors are not significant or weak positive correlation,indicating that the rational users may expect more pay for financial product attributes,and adopted a cautious attitude;And based on product perceived social objective usefulness has obvious positive effect on the adoption behavior that a user will finally accept of payment product in order to further develop social relations;Second,different from the previous TAM the model of "usefulness" and "easy to use" broad definitions of variables,this paper innovatively proposed a new definition of the two variables,namely the social network users to pay for products "useful" table now: the financial payment tool to build the new bridge to further promote social communication,emotional,useful the value of expanding interpersonal relationships;"ease of use" in:Through social interaction activities,reflected in a social network,improve the network of the reciprocal value of financial products operating convenience perception.In this paper,the formation of the research hypotheses,and verified by empirical data;Third,further to the practical characteristics of financial institutions,financial innovation and financial products are given in the Internet social service function,which makes this study has strong practical significance.In this paper the structure,firstly explains the theory value and the reality demand driven payment innovation Internet financial innovation;and then discusses the important influence of user interaction under the environment of Internet bringing to financial service innovation;and then put forward the consumption decision change of financial innovation diffusion and adoption process is affected by the impact of social network;Finally by the empirical validation,it stated the social realistic meaning and summarized the payment service innovation.The structural model can not only describe the characteristics of the process of new product adoption,but also can be used to study from the perspective of innovation of Internet financial services network of social relationships.Conclusion provide a new theoretical support for explaining how the social relations effect on the mechanism of user adoption behavior,but also provides the decision basis of payment design,interactive services enterprises to optimize their social relationships to improve user satisfaction for the Internet in China.