Research On The Influence Mechanism Of Internet Financial Consumers' Adoption Willingness

With the continuous development of Internet technology,Internet consumer finance gradually integrated into the lives of every ordinary person.In different groups of people,different consumer scenarios,there will be Internet consumer financial products or services for your choice.Currently,consumption has become the main driving force for economic development of the country,the rapid development of Internet consumer finance can lower the cost of higher efficiency to get more target customers.In this paper,consumers from the perspective of consumer spending on the current use of Internet will affect the factors.Based on reviewing and sorting out previous literature,this paper constructs the research model based on the technology acceptance model as the basic framework,integrating the theory of planned behavior theory(TPB),perceived risk theory and initial trust theory.In addition,Individuality of Consumer Individuality.Finally,seven relational models,which include consumer attitude,trust,perceived risk,individual innovation,subjective norm,perceived usefulness and perceived ease of use,are put forward and analyzed directly and indirectly.Through the empirical study of the following conclusions drawn in this paper:(1)The factors influencing consumers' willingness to adopt Internet consumer finance are adoption attitude,trust,perceived risk,individual innovation and subjective norm.There was a significant positive correlation between adoption attitude,trust and individual innovation and willingness to adopt.There was a significant negative correlation between perceived risk and willingness to adopt,and both entered the regression equation.The adoption attitude is the most effective on acceptance willingness,while subjective norms did not enter the equation,which may be related to the study of young,highly educated whose own independence and autonomy is relatively high.(2)There is a significant positive correlation between trust,perceived usefulness,subjective norms and perceived usefulness and adoption attitude,and both have positive effects on consumers' attitudes towards adoption of Internet consumer finance,with trust having the greatest impact;perceived risk And adoption attitude has a significant negative correlation between the perception of ease of use does not enter the regression equation may be with the development of Internet technology,the operating platform more mature.(3)In the empirical research results,perceived ease of use,trust and subjective norms and perceived usefulness are significant positive correlation,can affect consumer perception of Internet consumer finance usefulness.In addition,trust and perceived risk are significantly negatively correlated,and consumer trust in Internet finance can,to some extent,undermine consumer perceptions of risk.Finally,on the basis of the conclusion of data analysis,this paper puts forward some suggestions on how to develop Internet consumer finance.This paper advertises that we should pay attention to the function of Internet consumer finance,and expand services to enhance Internet consumer finance supervision and improve trust;attention to Internet consumer finance Security,reduce risk;simplify the Internet consumer financial business processes,optimize the interface.