Internet Financial Research On Perceived Risk And Its Influencing Factors

With the rise of Internet finance,its productions like third-party payment,Internet wealth management and Internet crowdfunding are becoming increasingly popular.However,users tend to show high perceived risk toward it.In this paper,we attempt to investigate the constituent and influencing factor of Internet finance.Based on previous research,we propose the constituent and influencing factors of Internet finance considering its characteristic,summarize each kind of factors into model respectively and put forward related hypothesis.We design a well-structured questionnaire with which we gain 253 valid respondents.Methods like Structural Equation Modeling,Confirmatory Factor Analysis,and Analysis of Variance are employed to analysis the data and construct the model.As a result,the conception models are tested and thus confirmed.Finally,in the conclusion of this paper,specific suggestions are made to reduce perceived risk when the situation of Internet financial companies is considered as well.Our research suggests that three main factors,which are financial risk,psychological risk and social risk,represent 76.5%of the perceived risk of Internet finance.In all the influencing factors,demographic characteristics and risk attitude have a significant influence on three dimensions of perceived risk.Perceived safety exerts a significant effect on financial risk and psychological risk of perceived risk.Perceived ease of use has a significant effect on social risk of perceived risk.However,Perceived usefulness does not have any significant effect on three main dimensions.In the future enterprises may improve their techniques,better their mechanism,and enrich their promotional content to reduce perceived risk and to increase consumers'attention toward Internet finance products.Moreover,the production and marketing of differentiated products,as well as optimization of product flow and interface design is also indispensible.