An Analyse On The Influencing Factors On The Need Of Internet Financial Products

As internet era comes, internet deeply combines with traditional finance industry and consequently gives birth to internet financial products and changes the common investing and financing model. Traditional financial products are designed to serve high-end customers either in marketing or design but pay less attention to the demand of low-end customers. In recent years, along with the overall improvement of national economic strength, mid-and-low-end customers have intensifying demand for financial products. The generation of internet financial products represented by "Yu’ebao" (one of Alibaba’s products) just caters for the requirement of financial market and satisfies the demand of long-tail people for financing, which makes great achievement as soon as it is available.For internet has impact on life style of the mass, people are more accustomed to those products that can be managed and invested whenever and wherever possible. Therefore, internet financial products have wider development space and huge commercial value in the future. But meanwhile, such products are an emerging industry and reveal a plenty of problems in the process of operation in just three years, so it is urgent for us to carry out a series of studies on internet financial products to improve the design and marketing. In the paper, according to the realistic condition of such products, experimental method was applied to analyze the demand desire and influence factors of products, in order to help relevant organizations understand the real demand of customers and cope with product improvement and marketing promotion.Firstly, relative concepts of internet financial production were described in the paper and study status of such products at home and abroad was systematically reviewed. Secondly, task-technology fit model and technology acceptance model were integrated and the newly obtained model was identified as the basis of research model in this paper; thirdly, overall review was given to relevant theories and research status of task-technology fit model and technology acceptance model, upon which research overview was conducted. Through a series of above work, presumptive model of the paper was finally constructed.Data of the paper was obtained from questionnaire survey and totally 234 valid questionnaires were collected. Afterwards, SPSS22.0 was used to do statistics analysis on the samples collected, mainly including reliability and validity analysis, regression analysis and multivariate regression analysis. Eventually, it came to a conclusion that task-technology fit had significantly positive influence on perceived usefulness and perceived usability; perceived usefulness and perceived usability had significantly positive influence on demand desire; perceived usability had significantly positive impact on perceived usefulness; subjective norm had significantly positive impact on perceived usefulness and demand desire; perceived risk had significantly negative impact on demand desire.Finally, relevant discussion was conducted based on above analysis result in the paper and relative suggestions for development and design and improvement of internet financial products were proposed.