Research On Influence Factors Of Users’ Acceptance Towards Internet Wealth Management Product Based On TAM Model

With the increased development of the national economy and people’s income, people’s financial awareness is growing, no longer a low rate of return on savings deposits as the main choice of finance and investment, but to increase its value more and more popular each financial products emerged. Internet financial products is the integration of Internet technology and innovation of financial products, it is using the Internet and mobile communications technology, in a fair, open and sharing of the Internet platform conducive to enhancing the transparency of financial products, reduce transaction risk arising from asymmetric information; and the network trading platform, eliminating the need to open outlets in the capital investment and operating costs; blind make up part of the financial services, trading participants make more popular, more effectively to achieve the optimal allocation of resources, in terms of breadth and depth gave our daily life and traditional financial system has brought profound changes.Yu’ebao as a typical representative of the Internet financial products, is jointly built by Celestica fund and Alipay platform "T+0" mode of monetary fund. With its powerful platform Alipay resources to quickly collect short-term, small deposit, allowing users not only to obtain stable and higher returns than demand deposits, but also can be used in real time consumption and transfer payment. However, the Yu’ebao’s average investment amount is only 3000 yuan. large sums of money to finance, more user would consider security issues to choice bank, And the Bank’s Internet financial products in its liquidity and earnings can be quite with Yu’ebao, its credit and the accumulation of years of business reputation is Yu’ebao unable to compare, risk control and investment capacity are slightly better, just a higher threshold, making some small finance "long tail crowd" could not be added. So Internet users face two types of financial products What factors are they consider? In these factors which are are they more concerned about? Know the answers to these Internet financial firms understand user needs, develop individualized, specialized marketing program is important. Based on this, the balance of treasure and financial products, for example, from the user perspective, users of the Internet to explore the factors that influence the adoption of financial products.This study through the relevant literature in the field of domestic and foreign research and sorting and Technology Accept Model(TAM) as the basis, combined with the perceived usefulness, perceived ease of use, perceived risk, perceived benefits, social influence and attitude variables constructed influence factors of users’ acceptance towards Internet wealth management product, and 533 questionnaires were collected through the questionnaire survey, in order to ensure the reliability and validity on the basis of empirical data analysis. Through analysis and discussion, the main conclusions are as follows:(1) The impact of the Internet users use financial products attitude factors include perceived usefulness and perceived interests. Perceived ease of Internet users adopted the attitude of financial products is not significant, but significant influence on perceived usefulness and attitude toward using indirect impact through perceived usefulness. Perceived risk factors only had a significant negative impact on Yu’ebao user’s attitude.(2) The impact of the Internet users of financial products, including the social impact of behavioral intentions and attitudes using two factors. And perceived usefulness, perceived ease of use, perceived risk and perceived benefit indirectly affect behavioral intentions Internet financial products through the use of attitude.(3) Yu’ebao and Bank financing products are different regulatory role of each factor in. Perceived ease of use on Yu’ebao and Bank financing products are not significant, perceived risk factors only Yu’ebao user adoption significant effects on Bank financing products is not significant. Perceived usefulness, perceived benefits of using influence attitudes Yu’ebao significantly higher than Bank financial products, the impact of social factors on Yu’ebao Behavioral Intention also significantly higher than Bank financial products.(4) Based on the depth analysis of the factors that affect the adoption of Internet financial products, the specific management suggestions are put forward. First, with the long tail of the user demand oriented, focus on the user experience of ascension; secondly, to expand publicity breadth, intensify propaganda, popularization of Internet banking knowledge; thirdly, enhance customer information and financial security, to reduce the customer concerns. Finally, build an effective monitoring mechanism, improve the laws and regulations of the industry.