Research On The Influencing Factors Of The Purchase Behavior Of Bank Internet Financial Products Bank UTAUT

As an important part of traditional finance,banks will face great opportunities and challenges in their internet financial products.This article starts with the user's willingness to purchase bank internet financial products,analyzes and verifies the influencing factors and the existing relationships among users,and provides valuable suggestions to banks to help them carry out marketing activities and improve the bank Internet financial products.At the same time,it will help banks to speed up their transformation and adapt to the development of the Association as soon as possible and the general public's diversification of wealth management.First of all,based on the previous research results,I elaborated the relevant theoretical knowledge of Internet finance and summarized the theory of consumer behavior as the theoretical basis of the research.Then,on the basis of the UTAUT model,I not only set the performance expectation,effort expectation,community influence,community influence and other variables as independent variables.But also set the perceived risk,perceived value,product awareness,product liquidity as independent variables as well.I set the purchase intention as the intermediary variable,purchase behavior as the dependent variable,and the gender and experience as control variables.I use the SPSS of effective questionnaire to do the descriptive statistical analysis,reliability and validity.And then use AMOS software to carry on the variable path analysis.In order to verify the impact of the purchase behavior of the bank's Internet financial products one by one,then I use single factor analysis,independent samples T test on the influence of gender,experience and other control variables.Finally,according to the empirical conclusions,Suggest.Empirical studies show that purchase intention,product mobility,perceived value,hard working expectations,performance expectations,community influence,convenience conditions,perceived risk from big to small influence the purchase behavior,product awareness and consumption of Internet financial products.In addition to the significant negative impact of perceived risk,other variables have a significant positive impact on the purchase intention of Bank Internet financial products.The buyer's willingness to purchase was positively correlated,but not significant.Buying experience has a significant positive impact on the buying behavior of Bank Internet financial products.Therefore,banks need to pay attention to the user experience,innovate the design of internet financial products,enhance the users 'hard working expectations and performance expectations,reduce the perceived risk and enhance the liquidity of products,so as to increase users' willingness to purchase and promote the conversion of purchasing behaviors.By researching the Internet financial products purchasing behavior from the perspective of the Banks,this paper will open a new way of thinking for the majority of researchers.It will enrich the related theoretical research of the buying behavior of Internet bank financial products.And it will have important guiding significance for the development of Internet bank financial products and marketing.But due to limited personal ability,all the variables in the model are the unidimensional variables,not detailed division.Therefore,there are some limitations in this article research perspective.In the later study,scholars can do further research on Internet bank financial products purchasing behavior from other perspectives.