Analysis Of The Influence Factor About Network Financial Service In Rural Areas

Application of modern information and communication technology in the finance field greatly changed the way of financial spending.It also mostly impacted rural areas where was in financial exclusion.Due to the role of modern information and communication technology,financial services which based on the network platform expanded the supply of boundary.So it overcame the traditional financial services in space and time constraints.The network financial services was an innovative financial services,its main service carriers covered PC,mobile phone,telephone and other technical equipments.And,its service channels included online banking,mobile banking,telephone banking,agent bank.Its service way included network lending,network payment,network transfer,network finance and network query.Due to the degree of the popularity of internet usage in rural areas.it made the development of the network financial service in rural areas possible.So,the purpose of this paper was to research the usage behavior of network financial service in rural areas,and analyzed the influence factor of rural residents' usage behavior specifically.Then help to provide policy recommendations to expand the coverage of rural financial services and improve the rural financial service level.Analysis of the influence of factor about network financial service in rural areas belonged to the exploratory research.The main research methods applied to the research process covered documentary analysis,questionnaire survey,descriptive statistics analysis,factor analysis,regression analysis.This paper used the Technology acceptance model to analyze the research question which was the current usage of the network financial service in rural areas and its influence factors of usage.Our conclusions are as follows:First,from the perspective of the usage of the sample,large proportion of rural residents using the network financial service were by themselves.We also found that the phenomenon of by mobile phone access to the network financial service was common.The main purpose of the network financial service was network transfer,network payment,deposits and withdrawals and network query.Furthermore,some rural residents had more diversified financial services demands such as network payment and network finance.Although most people said they had been using the network financial service,some also said that the current rural financial services couldn't meet their diversified demands.Second,from the classification analysis results of having been using and not using the network financial services,gender difference was obvious.About the age,occupation,education level and income level,we have not found the obvious differences.Third,from the regression results of the questionnaire data,we found gender,perceived usefulness and financial services products had significant influence on the usage behavior of rural residents.In addition,education level,perceived usefulness and usage ability had significant influence on the usage behavior of farmers.Gender,perceived usefulness,cost and financial services products had significant influence on the usage behavior of not-farmers.