A Research On Factors Affecting Behavior Intention Of Internet Cash Management Financial Products

In China, Internet cash management financial product market is currently blooming, likea rushing train in its full speed. Major Internet Giants, big banks, fund companies and otherfinancial institutes are trying to get the tickets into the train. More and more diversifiedproducts are released one after another, flooding the market. How to survive and have a placein such fierce competitions become the first thing companies will think of when they wake upand the last thing they will think about before sleep. Operators of this kind of financialproducts urgently need the most effective marketing guidelines, but there are few specializedacademic researches focusing on these products. Therefore, the purpose of this paper is toinvestigate the most important factors that are affecting the behavior intention of users ofInternet Cash Management Financial Products, from the customer perceived value perspective.Also, taking the characteristics of such financial products into consideration, this studyintroduced a moderator Risk Attitude, to explore whether users’ risk attitudes play a role onmoderating the relationship between users’ perceived value and their behavior intention andhow.A multi-dimensional measure of customer perceived value was used to determine whichaspects of the Internet cash management financial products experience were valued by usersand how value dimensions impact on subsequent behavior intention.Data collected from248users of Internet cash management financial products in China by survey and in-depthinterviews were used to empirically test a model of customer perceived value on behaviorintentions with risk attitude posited as a moderating variable. Multiple regression wasemployed for hypothesis testing.The empirical results reveal that (1) customer perceived value of Internet cashmanagement financial products has five dimensions, including functional value, emotionalvalue, social value, perceived cost and perceived risk;(2)two out of the five dimensions ofcustomer perceived value (functional value and emotional value) have a significant positiveimpact on the behaviorintentions of Internet cash management financial products’users withrisk attitude moderating the relationship. Based on the above conclusions and taking users’media habits into account, this paper providesInternet cash management financial products’operators with valuable information onhow users’ experiences can be improved by twodifferent value dimensions and practical advices on product design and marketing strategies.