Research On The Factors Influencing The Purchase Behavior Of Internet Financial Products Based On UTAUT

Internet finance is an emerging field,which integrates Internet and finance.Internet finance has become one of the hottest topics nowadays.A large number of Internet Companies flocked into Internet financial industry.Therefore,the market is flooded with a variety of Internet financial products,which has gradually attracted people's attention.In particular,the Yu'E Bao,which has become the representative of financial products and has successfully subverted the traditional financial rules,and become a new focus at present.Currently,many researches on Internet finance are just some fragmented pattern analysis,which lack of systematic research.In this paper,we focus on internet finance,and study the main factors affecting the purchase of Internet financial products and the relationship among the factors as well.We hope this research may contribute to the Internet finance.By searching and reading the literature on Internet finance at home and abroad,we find that there are rarely few research on users purchasing the Internet financial products.In this dissertation,the proposed model is mainly based on the performance expectation,effort expectation,social influence and purchase intention of UTAUT model.Specifically,we make the user purchasing behavior as the dependent variable and newly add some factors like perceived risk,individual innovation and product cognition as the independent variable in our model,and we also add user gender,experience as regulated variable,so as to study the impact factors that affect the purchasing behavior.This paper firstly makes a descriptive statistical analysis of the questionnaire data.And then we utilize the structural equation model(SEM)for further analyzing and validating the questionnaire data,and adjust this model to get our proposed model.With empirical data validation,we get the influence relationship of each variable on the purchase intention and purchase behavior of users.We can draw conclusion from the research results that effort expectation,performance expectancy,effort expectancy,purchase intention,brand awareness and individual innovation have a positive effect on the behavior of buying Internet financial products,whereas the perceived risk has a negative effect on the behavior of buying Internet financial products.Social impact has no significant impact on the purchase of Internet financial products.Performance expectations play an intermediary role in the effort expectations and purchase intentions,gender and experience have significant impact on the measurement model.Finally,on the design of financial products and marketing,we propose some suggestions to the Internet finance companies based on the conclusions in our paper and the situation of Internet finance.