Research On Influence Of Consumer'loyalty Towards Internet Consumer Credit Producs

With the liberalization of consumer financial market access and the maturity of Internet technology,“Internet + Finance” is rapidly developing,online payment,e-commerce APP is gradually popularized and third-party payment is booming,and Internet consumer credit products are beginning to emerge.E-commerce platforms and P2 P platforms have begun to enter the field of consumer finance,and the main players in each market are competing for layout,and the competition is fierce.Compared with traditional consumer credit,Internet consumer credit has many substitute products,the conversion cost is very low,and due to the uncertainty of the network,the user's attitude of distrusting it makes the user more likely to lose,so the Internet company should stabilize its consumer credit.The user group of the product,from the value of the user,should pay more attention to cultivating the user's continuous use of the product and no conversion behavior,that is,user loyalty.Therefore,it is very important to study the influencing factors of user loyalty of Internet consumer credit products and how to improve user loyalty according to the research results.Based on the analysis of domestic and foreign user loyalty influencing factors,user loyalty model and related theories,this paper uses questionnaire survey data to study the consumer credit of ant flower buds,and combines the characteristics of Internet consumer credit to propose users.The seven latent variables of loyalty are service quality,perceived value,perceived risk,conversion cost,substitution product appeal,corporate image and customer satisfaction,and put forward corresponding assumptions to construct a structural equation model of Internet consumer credit products.The user loyalty model of Internet consumer credit products is verified by AMOS software and the model is revised to obtain the influencing factors of user loyalty of Internet consumer credit products.Finally,the conclusions of the study are summarized,and suggestions are made on how to improve the user loyalty of Internet consumer credit.The research results show that:(1)corporate image and customer satisfaction have a direct and significant positive impact on the user loyalty of Huayuan(2)service quality,perceived value and conversion cost indirectly affect customer loyalty through customer satisfaction(3)substitute products Attraction and perceived risk have no significant impact on user loyalty of Internet consumer credit products.Therefore,when e-commerce platform releases new credit products or improves existing products,it should focus on improving service quality,highlighting user perceived value,moderately increasing conversion costs,improving users' dissatisfaction,and paying attention to establishing a good corporate image..In addition,although the impact of alternative product appeal and perceived risk on user loyalty is small,it can not be ignored,e-commerce platform should strengthen the improvement and management of the safety,scope,activities and expenses of its products.