Analysis On The Influence Of College Students’ Moble Banking Users In Jining

Come in with internet, Mobile banking as a model mobile banking financial innovation, has a bigger development space and a wider coverage area than traditional net silver. Considering that students groups is the largest potential market of Mobile banking young customers, This paper makes questionnaire survey by three universities college students of Jining to analyze the influence factors of useing mobile banking.First of all, Interview on college students’ group, On the basis of related literature at home and abroad for reference, identify the six factors may affect use intention:kown、Bank brand、Perceived usefulness、Perceived ease of use、Perception of risk and Perception into nature. Second, build the analysis model, design scale questionnaire to collect data. Using spss19.0 edition software to analysis on the influencing factors, including descriptive analysis, reliability validity test, correlation analysis and multiple regression analysis, to make sure the linear relationship and impact strength between the influencing factors and the intention. In addition, the questionnaire design also combines the basic situation of the user, making the Single factor analysis of variance for demographic variables, to make sure the impact strength for intention about gender, degree, Mobile phone monthly consumption, The daily Internet time of Mobile phone and opening. The analysis results show that Use intention is proportional to the relationship with the user’s phone Banks is the four factors about know, bank brand, perceived usefulness, perceived ease of use; Use intention is inversely proportional to the relationship with the user’s phone Banks is the two factors about Perception of risk and Perception into nature The degree, The daily Internet time of Mobile phone and opening has significant effects on the use of intention; Gender, Mobile phone monthly consumption has no significant effects on the use of intention. Finally, according to the analysis, I put forward the corresponding countermeasures and Suggestions for the development and promotion of Mobile banking.