Investigation And Study On The Influence Factors Of The Willingness Of Rural Residents To Use Digital Finance

In recent years,modern society is moving towards the trend of "mobile,networking,data,intelligence",and the current era is also moving towards the digital era of "fairness,openness,linkage and sharing".At the same time,under the premise of the development of modern information technology and the demand of financial markets in China,digital finance,which relies on digital technologies such as Internet,cloud computing and big data technologies,is bringing new experiences to the traditional financial market and people's daily life.Compared to traditional finance,digital finance covers a wider range of people and has lower barriers to use,providing people with broad,convenient and fast financial services.However,according to the analysis of the current situation of digital finance,the current research on digital finance in rural areas mainly focuses on the inclusiveness,influence and supervision of digital finance,and lacks the factors that examine the rural residents' willingness to accept digital finance from the demand side perspective and the factors that affect their willingness to use digital finance.This paper is in the context of the continuous integration of digital technology with the financial industry,the rapid development of digital economy and finance,from the growing financial needs of rural residents,to explore the rural residents of the digital financial will to use the factors.First lying on the basis of the relevant literature,it is summarized that three variables have an effect on the willingness of rural residents to use digital finance,respectively,perceived value,perceived risk and subjective normativeity,plus a total of 6 factors in the technology acceptance model,such as perceived usefulness,perceived ease of use and attitude of use.To study whether these factors have an impact on the willingness of rural residents to use digital finance and the extent of their impact,the research hypothesis is put forward.The question of whether using attitude is an intermediary variable in the process of the argument affecting the willingness to use is also discussed.This paper is in the context of the continuous integration of digital technology with the financial industry,the rapid development of digital economy and finance,from the growing financial needs of rural residents,to explore the rural residents of the digital financial will to use the factors.First lying on the basis of the relevant literature,it is summarized that three variables have an effect on the willingness of rural residents to use digital finance,respectively,perceived value,perceived risk and subjective normativeity,plus a total of 6 factors in the technology acceptance model,such as perceived usefulness,perceived ease of use and attitude of use.To study whether these factors have an impact on the willingness of rural residents to use digital finance and the extent of their impact,the research hypothesis is put forward.The question of whether using attitude is an intermediary variable in the process of the argument affecting the willingness to use is also discussed.The data used in this paper is mainly obtained through field research,based on the study of previous people to design research questionnaires and scales,to visit the rural areas to investigate the sample data obtained,and the use of SPSS software for descriptive statistical analysis,reliability and validity analysis,correlation analysis and multi-regression analysis.Through these empirical analyses,this paper explores how the variables affect the willingness of rural residents to use digital finance and the extent of their impact.The results show that: perceived usefulness,perceived ease of use,perceived value,subjective normativeness and usage attitude have significant positive influence on the willingness to use digital finance in rural residents,while perceived risk is negatively correlated with the willingness to use it;Perceived risk plays a partial intermediary role between subjective norms and willingness to use,and this complete intermediary between perceived usefulness and willingness to use.Finally,on the basis of the empirical study on the factors influencing the use of digital finance for rural residents,combined with the current situation of china's digital finance and rural economic development,as well as the characteristics of rural residents' behavior in the use of new things,they make suggestions from the perspective of the government,enterprises and rural residents.Hope to be able to provide some insights on the economic and financial development in rural areas of China.