Analysis Of The Adoption Behavior Of Balance Wealth Management Users Under The Internet Financial Model

Since the 20th century, more and more industries have been changing with the development of Internet technology, such as book business and music industry, certainly with the financial industry. In the early ninety's, traditional commercial banks have launched online banking using the Internet technology, greatly improving operational efficiency and significantly reducing operating costs. Subsequently, all the major banks developed the relevant business with the use of the Internet technology. Of course, the change of financial industry under the action of Internet technology is not limited to this. The Internet technology changes the industry but also has a subtle influence on people's consumption preferences. In 2014 the per capita net income of farmers for the first time broke million, up to 10489 yuan; per capita disposable income of urban residents was as high as 28844 yuan; urban and rural residents RMB deposits of 48526. With the enhancement of residents' disposable income, financial gradually coming into people's view. The main financial products on the market before 2013 were mostly the financial products launched by commercial banks of which the threshold was higher (generally from 30,000 yuan to 50,000 yuan) and the liquid was less. And the same time it would produce superior returns compared with the bank deposits. Therefore, some residents choose the traditional financial products of commercial banks to finance. Besides, there are some residents who have less disposable income and placed most of the fund in bank deposits, but very less of whom to carry out financial management. Commercial banks will also focus on financial customers in the medium and high-income groups, there are few financial products for low-income people. These are not taken seriously by commercial Banks crowd gathered together to form the financial community "niche markets" which laid the foundation of market for the balance of products will become the basic user balance classes of financial products.Internet banking is a new financial business model which is the parties involved use of the Internet and other technologies to achieve a range of financial services business.2013 was known as an Internet financial year, of which the most influential is the emergence of the balance of financial products such as Yu'E Bao, which alarmed even disrupted the entire financial market and the balance of class products with its "High yield, low risk, high liquidity" rapidly absorbed a large number of idle funds, even move the part of the customer's bank/checking account. As the main source of commercial Banks' capital, deposit is the base of commercial Banks relies for survival and development. The emergence of Internet banking, especially the emergence of the balance of financial products, to a certain extent, eroding the interests of commercial banks. In response to the financial impact of the Internet, commercial banks also actively launch the appropriate balance of products as a response. Suddenly, the financial products about balance emerge in endlessly. In the balance of many financial products on the market, what are the factors that affect people choose this kind of products? Among these factors, which are the users of the most concerned? Which to prevent people from choosing the balance of financial products? To solve the problem above, you must dig deeper into consumers' attitude and behavior intention, and then to balance the various financial participants put forward the corresponding suggestion or improvement measures, in order to balance the various financial participants get more long-term development.Internet banking is the deep integration of information technology and capital. That is to say, the research on consumers'willingness to adopt is the research on the consumer's attitude and behavior intention in the application of information technology innovation. Based on the technology acceptance and usage model(UTAUT),the research which combined with the basic characteristics of Internet banking increases the economic RMS and perceived risk two control variables to build the model of determinants of balance of financial investments user behavior. By collecting data through questionnaires and using structural equation modeling analysis of the main factors affecting the balance of financial platform users and model changes. This paper mainly uses SPSS and MPLUS and adopts both qualitative and quantitative methods to analysis the data, and put forward the assumption of the model test and correction, in order to find out the factors that affect users use balance finance. According to the model, the following results are obtained:(1) The users' performance expectations significantly affect the intention of users' purchasing financial products by using the balance of financial platform;(2) Community has a significantly impact on the investment behavior intention of balance of financial users;(3) Economic value has a significantly impact on the investment behavior intention of balance of financial users;(4) The efforts of user expectations can indirectly affect user performance expectations through investment behavior intentions;(5) The investment behavioral intentions can determine the investment behavior of users.The model can be a good explanation of the current balance of the investment behavior of financial users, to provide a scientific basis for the Internet companies to enter the fund market. At the same time, the model can help banks to gain advantage in the competitive Internet market and promote the traditional finance management transformation, in order to enhance the allocative efficiency of financial resources.