Research On The Impact Of Service Encounter On The Continuous Use Intention Of Internet Financial Products

Since Yu E Bao jointly launched by Alipay and Tianhong Fund in June 2013,various Yu E Bao-type products have appeared one after another on the internet platform,the P2P online loan platform has been the growth spurt,the traditional banking industry that has been hit has launched online financial products.The internet financial market has broad prospects.However,as time goes by,there are some problems with internet financial products represented by Yu E Bao,such as Declining yield,slowing growth rate,high customer cost,etc.In order to quickly occupy the market,many Internet companies often acquire customers without cost.The competition in the industry is becoming more and more fierce,and the flow dividend is over.Faced with high customer acquisition costs and increasing market competition,how to obtain a stable source of customers and make consumers more accustomed to use Internet financial products efficiently is the key to Internet financial suppliers."Users firstly,product preferentially,simple extremly" are the innovative thinking of the Internet.Therefore,good user experience is the key to determining the continued use of Internet finance consumers.So,this article starts from the service encounter and finds the key contact points that affect the user experience in the process of interaction between users and various services provided by Internet financial products to explore how the service encounter affects the user's continued use intention through the users'psychological perception process.From the user's point of view,the article provides some effective advice to Internet financial providers on how to improve the user experience and enhance the platform competitiveness from the key touch points.Based on the SOR model,the author sets the service encounter as the stimulus variable,the perceived value as the organism variable to explore how they affect the users' continued use intention.Through the combing of the concepts of Internet financial products,service encounter and related theories,the author constructs the research model and puts forward the research hypothesis of this paper,then redefines the concept of related variables and measurement items under the Internet financial context,and designs the corresponding questionnaire.The author used SPSS 20.0 software for corresponding statistical analysis on the data of questionnaire survey,to verify reliability and validity by the validity of the analysis,to verify the mediating effect related assumptions by correlation analysis,regression analysis and mediation effect testing.Finally,the research model was modified.Based on the above research,the paper has obtained the following conclusions:Both technical encounter and personnel encounter factors are positively affecting the willingness to continue to use,but word-of-mouth encounter has no direct and significant impact on the users' continued use intention;Service encounter,word-of-mouth encounter,technical encounter,and personnel encounter all positively affect perceived benefits,perceived usefulness,perceived ease of use,and perceived compatibility,which in turn positively influence the willingness to continue to use,However,perceived risk has no significant effect on the willingness to continue to use.The mediating effect of perceived benefits,perceived usefulness,perceived ease of use,and perceived compatibility were partially verified,and the mediating role of perceived risk was not verified.Finally,from the perspective of perceived benefits,the author proposed corresponding management strategies and suggestions based on the key service encounter of online financial management.At the same time,the author also put forward the shortcomings and limitations of this research,and proposed that the future should be improved in terms of research methods and research content.