| Under the background of "Internet+",cloud computing,big data and other high-tech blowout development,great changes have taken place in business and financial models.The convenient circulation of goods and money has blurred the time and space boundaries of consumers’ traditional purchasing behavior,bridged the gap between traditional finance and consumers,reduced information asymmetry,and enabled consumers to obtain safer and more convenient financial services.With the rapid growth of many digital financial platforms and institutions based on Internet development and the rapid increase of digital financial users,digital finance has become an important part of economic and social development.Digital finance includes third-party payment,internet currency,digital insurance,digital credit,etc.Compared with traditional finance,digital finance has some unique features,such as low threshold,comprehensive service and high income.Although digital finance provides a lot of goods and services for the public,it has a great impact on rural commercial banks.Rural commercial banks are set up to support the development of agriculture,rural areas and farmers.Their business areas are usually counties,townships or villages,and their customers are mostly rural residents,some self-employed households and small and micro enterprises.Nowadays,with the increasing popularity of the Internet in rural areas,digital finance continues to change the lifestyle and consumption habits of rural residents.Facing the impact of digital finance,rural commercial banks are making every effort to innovate and create digital products.Then,how does the perceived value of digital financial products affect the purchase decision of rural commercial banks?How to dig out the influencing factors of rural residents’ choice of digital financial products?This is the topic to be discussed in this paper.From the perspective of rural residents and consumers,this paper takes the digital financial users of rural commercial banks as the research object.On the basis of combing the relevant research results at home and abroad,combined with the overall situation of the current development of digital finance,this paper studies the antecedent model of consumers’ purchase decisions by combining the perceived value theory with the antecedent study of purchase decisions,This paper establishes a research model of the impact of perceived value of digital financial products on rural enterprise consumers’ purchasing decisions,and conducts an empirical study through interviews and questionnaires.Secondly,the original model of consumer behavior based on the impact of perceived value is derived,and seven dimensions related to consumer behavior are determined.These seven dimensions together constitute perceived value and have an impact on consumers’ purchasing behavior.According to the analysis,perceived ease of use and perceived effectiveness have a positive impact on customers’ purchase decisions;Perceived risk and perceived cost have a negative impact on consumer decision-making;In product characteristics,product cognition,product mobility,product innovation and purchase decision have significant positive effects;Promotion intensity(situational factors)has a positive regulating effect on the model of influencing factors of purchase decision;Expectation level(effort expectation)has a positive regulating effect on the model of influencing factors of purchase decision;Word of mouth(social influence)has a positive regulating effect on the model of influencing factors of purchase decision.Finally,according to the analysis conclusion,it provides some reference and suggestions for the development and innovation of digital financial products of rural commercial banks. |
