Study On The Impact Of Internet Financial Perceived Service Quality On Consumers' Behavioral Intentions

In the government work report,the Internet finance has been mentioned many times.In 2018,the government work report has come out.The Internet Finance mentioned "strengthening the coordination of supervision and coordination,reforming and perfecting the financial service system and supporting financial institutions to expand the inclusive financial business".Coexistence of opportunities and challenges,this is the development of new mode and new technology.If enterprises want to improve the financial service system,the most important thing is to pay attention to the quality of service.Service quality is the key to Internet financial enterprises.From the data of net loan home,we find that a large number of P2 P platforms fail every month.Homogenization of service quality or problems is one of the reasons for its failure.In addition to paying attention to service quality and paying attention to service marketing management,one aspect of service marketing management is perceived service quality,perceived value,customer satisfaction and behavioral intention.Previous studies are all about the relationship between perceived quality of service and the other three variables,and there are also many debates.Much debate is whether service quality directly affects behavioral intentions,and there are different conclusions in different industries.The other is the relationship between perceived value and perceived satisfaction,and how service quality affects behavioral intention.Based on the analysis of the existing research on Internet finance,based on the previous research on perceived service quality and user behavior intention,this paper combines the theory of ASCI,TAM and other theories of behavioral intention to establish the research model of this paper,and carries out empirical research.The model tries to analyze the antecedent process of Internet financial consumer behavior intention from the perspective of perceived service quality,perceived value of profit loss and customer satisfaction,and to explore the impact of various antecedents on behavioral intentions.First of all,this paper puts forward the model of consumer behavior intention based on perception,and the previous study of behavioral intention is mainly from perceived service quality,perceived value to behavioral intention or perceived service quality,customer satisfaction and behavioral intention.In this paper,perceived value and customer satisfaction are used as intermediary variables to explore perceived perceived service quality,perceived value and customer satisfaction.In the empirical process of the model,it is found that,for Internet financial services,the quality of service can affect consumer attitudes and behaviors indirectly through customer satisfaction / perceived value,in addition to direct impact on consumer behavior intention..In addition,the empirical study also found that the quality of basic service quality in perceived service quality has no obvious direct impact on perceived benefit,customer satisfaction,recommendation and so on.This paper also explains the characteristics of Internet finance at the present stage.In addition,this paper calculates the direct effect,indirect effect and total effect of the six dimensions of perceived service quality,perceived benefit,perceived risk,customer satisfaction,behavior intention,and the analysis of how the enterprise should do it through the analysis of the effect.The satisfaction,repurchase and recommendation behaviors of high users provide a reference for enterprises to make decisions.