Study Of Influential Factors To Adoption Of Internet Consumer Financial Products In E-Commerce Platform

In recent years,online shopping and online transactions have become an indispensable part of people's daily lives in the Internet era.People's consumption attitudes and behavior habits have gradually changed.The Internet consumer market in our country contains immense potential.A large number of Internet consumer finance platforms,represented by Ant Financial Services and Jingdong Finance,have formed a unique and innovative e-commerce platform for the entire consumer finance industry based on their consumption scenarios and user scale advantages.Internet consumer financial models stimulate With the release of the user's consumer potential,in the short term to achieve explosive growth.At the same time,e-commerce platform Internet consumer finance is also facing many difficulties and challenges,and scholars have also turned their attention to the field.In this paper,a two-factor perspective is adopted,at the same time,social influence,perceived benefit,perceived cost and perceived risk theory are introduced to construct a theoretical model of influencing factors on adoption of internet consumer financial products by e-commerce platform.And eight research hypotheses are proposed based on the research content and purposes.Taking literature review,questionnaire investigation and empirical analysis as research tools,effective research data were collected and collected.The softwares such as SPSS and Smart PLS were used to test the measurement data and structural model respectively.The results of this study show that motivational factors(social impact,perceived usefulness and perceived benefit)and health factors(perceived risk and perceived cost)can both have a significant impact on the adoption of e-commerce platforms for Internet consumer financial products.At the same time perceive risk and perceived costs as a health factor can not only act on the user's use of behavior,but also the incentives have a bias effect.According to the conclusion of the study,this paper gives a reasonable management marketing proposal for the market innovation and sustainable development of e-commerce platform internet consumer finance,and summarizes the possible further research directions in the future.