Research On The Factors Affecting The Continuous Use Intention Of Internet Consumer Financial Users

According to the 2017 China Consumer Market Report,China's total economic volume in 2017 exceeded 82 trillion yuan,becoming the world's second largest economy.The rapid development of economy has brought about an increase in the per capital disposable income of residents,and the adjustment and upgrading of residents 'consumption structure and consumption pattern have also stimulated the prosperity of China's consumer market.Driven by big data and internet technology,the combination of traditional consumer financial services and advanced Internet technology has spawned the new consumption mode of internet consumer finance.Under the dual benefits of technological innovation and government policy,a number of Internet consumer finance products have sprung up.“Ant Credit Pay” and“Jingdong White Bar” based on e-commerce platform,“Qufenqi” and “Fenqile”based on instalment shopping platform,“Mobile Phone Second Loan” and “E-second loan” based on bank,as well as based on consumer finance company's “Tuandai” and“Sack wealth” which makes consumers dizzying and also increases the fierce competition in the same industry.Simply attracting users to register online to expand the number of user groups is no longer the competitive hotspot of Internet consumer finance enterprises,how to maintain active users,enhance user stickiness is the key to enhance the competitiveness of Internet consumer finance enterprises today.From the perspective of users' behavior,this paper takes the users of Internet consumer financial products as the research object,and studies the influencing factors of the user's continuous intention by reading the domestic and foreign relevant literature in the field of information system users' adoption and combining with the characteristics of Internet consumer financial products and usage situation.This paper uses the Expectation Confirmation Model(ECM)as the research framework and combines with Task-technology Fit Theory,Perceived Risk Theory and Situation Theory to add the variables such as task-technology fit,perceived risk,situational factors,social impact and perceived ease of use in the model to construct the influential factor model of Internet consumer financial users' continuous intention and designs questionnaires to collect data to carry out empirical analysis.The results indicate that users' satisfaction and social impact have a significant positive impact on the continuous intention of Internet consumer financial.The results also indicate that situational factors,perceived usefulness and expectations confirm have a positive impact on the continuous intention through the full intermediary role of usersatisfaction.Perceived risk has no significant impact on the continuous intention.According to the results of empirical analysis,this paper provides the corresponding feasibility suggestions for Internet consumer finance enterprises,hoping to help internet consumer financial enterprises adjust their strategic structure and enhance their core competitiveness.