Research On Influencing Factors Of User's Willingness Of Virtual Credit Card

At present,China's Internet development is in full swing,which leads to the development of traditional financial industry.The integration of Internet and traditional financial industry has created an emerging business,that is,Internet financial business.This business has promoted Chinese economic restructuring.the e-commerce platform staging of Internet financial credit products,that is,the study of virtual credit cards,make it possible tahat low-income groups achieve ahead of consumption,while promoting the development of e-commerce.In addition,the virtual credit card provides users with a low threshold for the qualifications and convenience.However,at this stage of the development of virtual credit cards,per capita use records are still at a relatively low level,so there is still much room for development of virtual credit card business.The description shows that virtual credit cards are in the development as the same time as they are faced with transaction security and other issues that hinder potential users of virtual credit cards.The financial industry has always been a very hot industry.The current combination of Internet and financial credit products are moving towards the vigorous development.Virtual credit cards combine basic functions of traditional credit cards and characteristics of Internet products.Because the handling / using process of virtual credit card involves personal privacy,transaction security and other issues,users will consider a variety of factors when choosing to use virtual credit card in the e-commerce platform shopping process.Therefore,based on research of existing scholars,this paper explores influencing factors of users 'willingness to use virtual credit card by combining characteristics of technology acceptance model,perceived risk theory,innovation diffusion theory and virtual credit card itself.Then the study constructs the influence factors model of virtual credit card users' willingness to use.Based on extensive reading and summarization of information on impact of virtual credit card,this paper studies influencing factors of virtual credit card users' willingness to use by perceive the ease of use,perceived usefulness,perceived risk,compatibility and hermit psychology.On the basis of the above theoretical research,data is collected through questionnaire survey,and invalid data is removed.Then the consistency of the theoretical model and the actual data is verified by structural equations.The basic information from the collected respondents shows that,the proportion of men and women is about 1: 1 from the sex ratio.From the age point of view,88% of the population is between 18 and 40;Half of the population for the students;from the income situation,80% for low-income people.As a result,low-income groups become primary user groups of virtual credit card.Through empirical research,the following conclusions can be drawn: user's perceived ease of use of virtual credit card has a significant impact onuser's willingness to use;perceived usefulness is a significant effect on use of positive impact on user's willingness to use;Through negative impact on use of attitude to negative impact on use of willingness;herd care on one hand through positive impact on use of attitude of user to influence user's willingness to use,on the other hand directly affect user's willingness to use.