Research On Impact Factors Andmarketing Strategy On Consumer Using Internet Banking

Internet now occupies an irreplaceable position in life, having a profound impact on people’s daily lives, Internet banking as a combination of traditional banking and information technology bring a great convenience to people’s lives, therefore, many commercial banks take internet banking as the focus of future development. However, while the commercial banks attach great importance to the development of network banks to increase capital, and human resources investment and development efforts, Internet banking is still faced with the problem of the use rate of less than expected.Based on this background, this article from the impact of network technology acceptance model used by banks to departure, on the basis of comprehensive research results home and abroad, divide the technology acceptance model into perceived usefulness and perceived ease of use. Two dimensions were studied for the influence of the network used by banks, and joined the compatibility and perceived risk analysis of the two moderators. This study used a questionnaire survey method, using questionnaire to collect data, use SPSS19.0 questionnaire data for reliability and validity analysis, factor analysis, correlation analysis, regression analysis, and analysis of the manipulated variable adjustment effect, obtained perceived usefulness and perceived ease of use of the relevance and role with the network used by banks between the direction and extent, whether the manipulated variable on the perceived usefulness, perceived ease of use and the relationship between the use of online banking regulatory role.Unlike conventional marketing strategies are basically based on the theoretical analysis, the paper concludes by studying and applying marketing to online banking, and made useful recommendations, such as improving consumers’ perceived usefulness through continuous innovation, enhancing consumers’ perceived ease of use by experiential marketing and streamline operations, promoting consumers’ banking network compatibility by strengthening brand awareness, reducing consumers’ perception of the bank’s risk by improving network security, and made recommendations to guarantee the development of Internet banking. For the commercial banks which want to promote online banking services and consumers provide a reference of practical significance for Internet banking usage.