| With the continuous development of social economy, the consumption culture is also going forward. The old conservative consumption concept has also gradually changed and consumer finance is also growing in the change of external environment. Consumer finance can help people purchase goods that they need but can’t afford temporarily. It can meet consumer demand and improve their quality of life on one hand; and it can speed up the velocity of circulation of commodities and capital, promoting the increase of the consumption,even the economic development of China on the other hand. The study about using willingness of consumer finance use will better promote the development of consumer finan ce, and can have more positive influence on national economy and consumers.This paper adopts foreign advanced theoretical model and combines with the actual situation of our country today, then comes up with hypotheses about the related influential factors of consumer finance, and the empirical test part of this article uses the combination of quantitative and qualitative research methods to test the hypotheses, then comes to conclusion. The empirical test part of this article adopts the method of questionnaire, distributing questionnaires to people from consumer finance target groups randomly and using the reliability, validity and other methods to test these hypotheses and give conclusions at last. Five elements including performance expectations, efforts expectancy, contributing factors, perceived risk, service innovation have great influence on using willingness of consumer finance. The conclusion of the consumer finance has double important significance. In theoretical sense, it can increase the influential factors of using willingness of consumer finance by constructing a composite theoretical model; in practical sense, it can help consumer financial institutions meet customer needs better, so as to promote the development of consumer finance better and faster. |
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