A Research On Factors Affecting Behavior Intention Of Online Credit Purchases Service

With the prosperity of the Internet financial market,E-commerce companies have also entered the Internet consumer finance sector.E-commerce enterprises actively develop unique Internet consumer finance products,among these,consumer credit products for C-users is the subject matter of this study.Online credit purchases service refers to the credit purchase payment method provided by e-commerce platform to users when transactions are settled online.The most famous of these products are"Jingdong ious" and "Ant check later".Compared to the more mature market in the United States,China's Internet financial penetration is still low.In addition,regulators also issued a series of guidance documents to encourage the innovation of new consumer financial products,These documents give the e-commerce giants a shot in the arm to further exploit the market.Therefore,the research theme of this article-Analyze the affecting factors of the users' behavior intention of online credit service--can guide the e-commerce enterprises to improve their credit service and accurately convert potential user groups.This study adapts the way of combination of investigation and document study.Based on the UTAUT model and combines the theory of perceived risk.risk-attitude theory,we built an online credit purchases services application influencing factors model.By issuing questionnaires,I am able to recycle research data and conduct rigorous analyzes.The main conclusions of the research are as follows:Performance Expectancy,Effort Expectancy,Social Influence have significant positive effects on will of using online credit purchases services.Risk-attitude have a moderating effect on the relationship between the three independent variables(Performance Expectancy,Effort Expectancy,Social Influence)and their behavior intention;Perceived risk has significant negative effects on behavior intention of using online credit purchases services,the risk attitude plays a negative regulatory role,reinforcing this effect.