互联网余额理财工具使用行为影响因素的实证研究

发布时间：2018-04-06 02:32

本文选题：互联网余额理财工具　切入点：科技接受度模型　出处：《企业经济》2015年07期

【摘要】：作为新兴的互联网金融模式,互联网余额理财工具在未来会成为我国居民的重要投资渠道。本研究聚焦余额理财工具使用人群的使用行为,总结了前人在金融投资行为以及科技接受行为等方面的研究,开发出余额理财工具的用户使用行为影响因素模型;通过对互联网余额理财工具用户的问卷调查,运用结构方程模型验证了相关研究假设。研究结果表明:感知风险是影响用户使用行为的第一因素。除此以外,网络外部性、感知有用性也显著正向影响最终的使用行为;网络外部性显著正向影响用户的感知有用性和感知易用性;各维度主观规范也影响用户的有用性认知;感知易用性及感知绩效风险并不显著影响使用行为。基于以上实证结果,本文认为,互联网金融机构应当加强风险管理、强化产品设计、加强产品宣传以及改善人才培养模式。
[Abstract]:As a new Internet financial model, Internet balance management tool will become an important investment channel for Chinese residents in the future.This study focuses on the behavior of the users of balance management tools, summarizes the previous research on financial investment behavior and scientific and technological acceptance behavior, and develops a model of the influencing factors of the users' use behavior of balance management tools.Through the questionnaire survey to the users of Internet balance management tools, the relevant research hypotheses are verified by using the structural equation model.The results show that perceived risk is the first factor influencing user's use behavior.In addition, network externalities and perceived usefulness also significantly positively affect the final use behavior; network externalities significantly positively affect users' perceived usefulness and perceived ease of use; each dimension of subjective norms also affects users' perception of usefulness.Perceived usability and perceived performance risk do not significantly affect use behavior.Based on the above empirical results, this paper argues that Internet financial institutions should strengthen risk management, strengthen product design, strengthen product publicity and improve talent training model.
【作者单位】：南京农业大学经济管理学院;
【分类号】：F832.2;F724.6

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