Analysis On Influencing Factors Ofinternet Retail Consumer Finance Usage Intention

Consumption is the engine of the development of the national economy,the consumer finance is engine promoting the consumption growth,consumer finance through credit,a one-time residents of large consumer spending decomposition at least period to pay,alleviate residents spot shopping economic pressure,activation of resident shopping potential,promote consumption of rapid growth.With the rapid popularization of Internet technology rapid development and mobile Internet platform,the scale of online shopping rapid expansion,each big electric business platform in order to further to grab market share,have launched their consumer financial products and Internet retail consumer finance to be pregnant and students.But in the present case,the Internet retail consumer finance is still in the development of primary stage,how to further enhance the authorized users,increase the number of users,improve popularity,has become an important objective of the present stage of development.Therefore,research on Internet retail consumer finance using the influence factors of willingness,find the Internet retail consumer finance intention to use the fundamental way to improve,to promote the development of the Internet retail consumer finance has important significance.In this paper,250 in Ning learning of college students and white-collar workers for the sample of their personal circumstances,personal consumption habits,the cognition of Internet retail consumer finance,habits,attitudes and recognition of the degree are analyzed,through descriptive statistical analysis and structural equation model analysis,find out the factors influencing the willingness of.In this paper,based on the characteristics of the research object,the theory of rational behavior,theory of planned behavior,technology acceptance model,innovation diffusion theory and online shopping behavior model are combined to establish the research model.Through the research analysis,it is found that the perceived benefits,perceived cost,consumption compatibility,personal innovativeness and perceived value will directly or indirectly affect the intention of using Internet retail consumer finance?Finally,in this paper,based on the result of research,from the strengthening of the system construction,development credit function,expand the scope of application,integration of network information resources,reduce the use of angle threshold and guard against financial risks,to the development of Internet retail consumer finance recommendations.