Research On Factors Influence User's Intention To Use Internet Consumer Finance Product

The rapid development of information technology such as cloud computing has brought new vitality to consumer finance under the background that the state attaches importance to consumer finance,promotes the transformation and upgrading of consumption,and proposes financial service entities,the internet consumer finance has been in a historic time of all-round development.Based on the literature research,including UTAUT,IDT and TPB theory,this paper innovatively explores the mechanism of action among various factors from three perspectives of subjective factors,external factors and technological incentives,combineing with product characteristics,thus putting forward hypotheses.Based on UTAUT model,this study introduces IDT and TPB,adds variables such as digital divide,convenience conditions and subjective identity,and proposes an influencing factor model of Internet consumer finance users' intention.It includes 7 variables and 10 as sumptions.Through field survey and Internet survey,326 valid questionnaires were collected.After SPSS analyzing the reliability and validity,AMOS analyzing the path,the results showed that the digital divide,subj ective identity and social impact had a significant impact on the willingness to use Internet consumer financial products.Cross-group analysis verified that educational level and financial experience had a moderating effect on the model effect.According to the empirical results,the article puts forward three marketing suggestions for enterprise practice at the end of the article:publicizing the concept of advanced consumption to improve user identity,attaching importance to target groups to cultivate user behavior habits;grasping the flow entrance to promote the diversification of consumption scenarios.