| According to The Statistical Bulletin of the National Economic and Social Development of 2017,the average disposable income of residents in the whole year of 2017 was 25,974 yuan,an increase of 9.0%over the previous year.The increase of income has led to an increase in the number of residents' idle fund and the public's sense of financial management has gradually become awakened.The main target of traditional wealth management market is middle-income and high-income groups.Traditional wealth management products have the disadvantages of high purchase threshold and poor liquidity.However,the majority of the financial market are low-income and middle-income groups.They are large in number and less in disposable fund.They also need highly liquidity products.The mismatch between products and demand calls for new wealth management products.Since its inception,the Internet has changed the operating mode of the world greatly.The financial industry also cannot keep itself out of this trend.With the promotion of the "Internet+" policy of the country,the internet finance,which is combined by internet and finance,are born and has been broadly welcomed by users.Was lunched in 2013,Yu E Bao is one of the most influential internet financial products.The Tianhong currency fund behind Yu E Bao is still China's largest currency fund.With the advantages of high-yield,low-risk,high-liquidity.and convenient access,the Yu E Bao-type products rapidly erode bank savings deposits.This crisis is threatening bank's interests and forced commercial banks to reform.Rely on its strong financial strength,commercial banks have also lunched a number of internet financial products.Although these two types of products are both Internet financial products,they are significantly different in terms of product characteristics and product background.What factors will enhance the adoption of Internet financial products and what will hinder?What are the similarities and difference between the factors that influence users' adoption of two types of products?Understanding these issues is necessary to improve the product itself and develop a reasonable marketing strategy.In order to study these issues,based on the technology acceptance model,this paper introduces perceived risk theory and perceived value theory,and explores the impact of factors such as perceived usefulness,perceived ease of use,external variables,perceived risk and perceived value.This paper constructs a model of different types of internet financial wealth products adopting influence factor models.In order to conduct empirical research on the model,data are collected through questionnaire survey,and reliability,validity and structural equation model analysis of the model are verified using SPSS 22.0 and AMOS 21.0 software.Finally reached the conclusion:(1)Factors affecting adoption attitudePerceived usefulness and perceived ease of use directly positively influence adoption attitude.External variables influence perceived usefulness and perceived ease of use and indirectly influence adoption attitude through perceived usefulness and perceived ease of use.(2)Factors that affect adoption intentionAdoption attitude and perceived value directly positively influence adoption intention.Perceived usefulness and perceived ease of use indirectly influence adoption intention through adoption attitude.Perceived risks have no significant effect on adoption intention.(3)Moderate effects of different product typesFor both Yu E Bao-type products and bank financial products,perceived risk has not significant influence on adoption intention.Perceived ease of use has significantinfluence on Yu E Bao-type products but not bank financial products and perceived usefulness has significant influence on bank financial products but not Yu E Bao-type products.Perceived usefulness's influence adoption attitude is significant and bank financial products are more significant than Yu E Bao-type products.But in terms of perceived ease of use influence perceived usefulness,perceived ease of use influence adoption intention,external variables influence perceived ease of use,adoption attitude influence adoption intention and perceived value influence adoption intention,things goes the other way. |
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