A Study On Factors Influencing Customer Experience Under Electronic Banking In "Internet Plus" Environment

The "Internet with economy" quietly coming,the traditional banking industry already has been impacted by the various new financial models.Electronic banking as a result of financial industry,compared to the traditional banks has some advantages,such as:no paper,information technology,low cost.When facing the impact of various financial products and services.They are in the "Internet plus" economic situation,improving the competitiveness of electronic banking,has become the only way which must be passed of the traditional banking sector.On the other hand,because the environment of electronic banking had changed.Consider on the,customers' improving demand,the future of electronic banking depends largely on the "experience".Though the electronic banking belongs to the Internet Finance,it has characteristics.Thus this study not only extracted the factors from classical studies,but also proposed some new factors which are combined with the new ecnomic enviroment by interviewing other people.This study used the psychological theory--Regulatory Focus Theory to analyzed the interviewees' thought.Based on questionnaire survey,this study got the data and used SEM to analyze these data.Base on analysis,safety and easy to use,convenience and so on which can influence the customer experience.To the promotion focus,easy to use and convenience have greater influence on consumer experience.Electronic banking in the "Internet plus" can strengthen the technical support and system security,improve the integration of their own products and channels,so that they will effectively make the customers have an nice experience.