Research On The Factors Affecting The Willingness Of Users To Use The Precision Marketing System Of G Bank And Its Improvement Strategie

In recent years,domestic commercial banks has been facing severe external conditions such peer competition and deepened penetration from Internet finance companies,which has brought unprecedented challenges to the operating of various financial and banking institutions.In such highly competitive interbank environment,bank managements need to focus on solving challenges and seizing opportunities.In order to overcome the growing operating pressure,Bank G has developed a precision marketing system,hoping to use the implementation and management of digital model result process as core,to develop customer journey,experiential and triggering marketing around customers.Rely on the precision marketing system,to effectively solve the problems of the last mile of marketing for account managers,and to realize data-driven marketing closed-loop.However,in the actual promotion and application of the system,its utilization rate and marketing effect to system users are not satisfactory.Therefore,how to increase the user’s willingness to use is of great significance.G Bank’s precision marketing system is very suitable for research using the relevant theories of information system use.Based on summaries and analysis of research results from domestic and foreign scholars,this paper chooses the technology acceptance model as the basis,and selected 8 variables of behavior,namely: perceived ease of use,perceived usefulness,perceived risk,network externality,perceived interactivity,perceived interest,willingness to use.Using these 8 variables of behavior,the model of user’s willingness to use the precision marketing system of G Bank is constructed,and 9 research hypotheses are put forward,referring to the existing mature scales,designing questionnaires and obtaining data.Finally,SPSS26.0 is used to test the reliability and validity of the data.After the test is passed,AMOS24.0 software is used to verify the proposed hypothesis using the structural model.The model analyzed,from multiple angles,the factors affecting user’s willingness to use the precision marketing system,and based on the result to propose suggestions and promotion strategies that may improve the use rate of the system.The result of this paper will contribute to the research of information system theories in banking sectors,and will provide references for the use of other information systems in banking sector..