Investigation And Analysis On The Influencing Factors Of Users' Acceptance Towards Internet Financial Products

Today,the income of residents with the development of China's economy gradually increased,so the demand for financial products is also growing,the traditional banking products can not meet the increasing demand,in order to meet the needs of residents,Internet financial enterprises began to launch a variety of financial products.Internet financial products is the development of Internet finance to a certain stage and financial products combined with a new type of financial products,Internet financial products are diverse,of which the most representative should be the balance of treasure,while the balance treasure,although Alibaba's sub products,but it also has a day Hong Fund participation,and daily income settlement,very good to inspire the balance treasure of the user will be idle funds deposited in the balance treasure desire.Therefore,the balance treasure compared with the bank's financial products,its biggest advantage is that the number of users they are facing the bank can not be compared.Therefore,how to let users accept Internet financial products is the key problem of Internet financial enterprises,must find out their relative advantages and absolute advantage to better serve the users.Based on this,this article takes the balance treasure as an example,through to the balance treasure the user carries on the questionnaire survey to inquire the user to accept the Internet financial product consideration influence factor.After consulting a large number of relevant literatures at home and abroad and after a detailed collation and research,finally decided to use the Technology Acceptance Model(TAM)to do empirical analysis,and added to the perceived benefits,perceived risk and other variables to build a perfect TAM model.The survey collected 522 questionnaires,through the empirical research,summed up the following conclusions:(1)The perceived ease of use and perceived benefits have a significant positive impact on users' choice of Internet financial products,and the brand image has no direct influence on users' attitude towards Internet financial products.It indirectly affects the user's attitude to the Internet financial products by indirectly influencing the perceived ease of use and perceived benefits,and also indirectly affects the user's attitude towards Internet financial products through the impact of perceived ease of use.(2)The convenience of Internet financial products This factor indirectly affects the behavioral intention of Internet financial products through the influence of perceived usefulness and perceived risk,and can influence behavioral attitude after influencing the perception of usability.The brand image of Internet financial products is influenced by perceived ease of use and perceived interest,and finally the attitude of the use affects behavioral intention.(3)The user's gender and age do not affect perceived risk,perceived usefulness,perceived ease of use,and perceived benefits,thus altering the behavior of users using Internet financial products,thus eliminating gender and age-adjusted effects.