A Study Of Continuous Use Of Internet Financial Product

At the beginning of Internet Finance Time,internet banking had been known by the public gradually and were becoming the routine channel of investment and financing.While recently,most of the internet financial products have met the same challenge of decline in yield and capital stock.At the same time,kinds of internet financial platforms are spring up,commercial banks are carrying on reform.Now internet financial products are getting their bottleneck period to expand market.How to stand the ground in the increasingly competitive internet financial industry and how to maintain stickiness of users have become urgent problems of internet financial platforms,The birth of Yuebao marked the rise of internet financial products in China,it is a signally representative internet financial products.This thesis took Yuebao as example,based on the dual process model,and brought in perceived risk,expected earning and financial liquidity to conduct an empirical analysis according to the three performance indicators of Internet finance—Liquidity ? profitability and safety,construct a dual process model of continuous use of internet financial product,and proposed the research suppositions.The study of this thesis develops based on the questionnaire reached by re-testing the gauge,which was made by referring to the mature and combining the features internet financial products.Then the accomplished questionnaires were entered into a professional platform named “Wenjuanxing” to collect data.In this survey,417 questionnaires were collected,in which 339 questionnaires were valid and take 81.29% percent.The study make descriptive statistical analysis of the valid questionnaires,and then test the reliability and validity of this gauge.Finally,the structural equation model was built to test the hypothesis of this research.By the empirical research,we concluded,the dual process model has good feasibility in the study of continuous use of internet financial product;Satisfaction,habit,loyalty,financial liquidity and perceived usefulness had significant influence on continuous use intention of internet financial product,the influence were from strong to weak;Though trust and expected earning had no direct observable impact,they affect continuous use intention of internet financial product indirectly through Satisfaction.Based on empirical analysis,some suggestions were proposed for the internet financial platform.This study has a theoretical significance of enriching the relevant study about continuous use of internet financial product.At the same time,this study has reference value of guiding internet financial platform to retain customs,keep user viscosity and promoting the healthy and fast development of internet finance.