基于UTAUT的互联网金融理财产品用户购买行为影响因素实证研究

发布时间：2018-05-25 07:36

本文选题：互联网金融 + 理财产品　；参考：《浙江工商大学》2017年硕士论文

【摘要】：互联网金融是互联网与金融相结合的新兴领域。互联网金融,已成为时下被讨论最热门的话题之一。即使之前没有涉及到金融业务的公司也跟风涌入互联网金融行业,因此市面上充斥着各种各样的互联网金融产品,逐渐受到广大人群的注意,尤其以阿里巴巴旗下的余额宝为代表的理财产品颠覆了传统金融的规则,成为当下新的焦点。目前关于互联网金融理财产品的研究绝大数是一些零散的模式分析,很少有学者对用户购买互联网金融理财产品行为展开深入地研究,因此,在此背景下,本论文将研究定位在互联网金融理财产品上,研究用户购买互联网金融理财产品的主要影响因素以及各影响因素之间的关系。希望借助本研究可以助力我国的互联网金融更好更快的发展。通过对国内外关于互联网金融的文献进行查阅和阅读,发现了研究用户购买互联网金融理财产品的行为这一方面几乎是属于空白领域。本论文以整合型技术接受与使用模型(UTAUT)中的绩效期望、努力期望、社会影响和购买意愿为框架把将购买行为作为因变量,增加了感知风险、个体创新性和产品认知度作为自变量,引入了性别和经验作为调节变量,建立本论文的理论模型并提出假设,研究用户购买互联网金融理财产品影响因素。本文先用描述性统计方法处理问卷数据,然后采取结构方程模型(SEM)的方法对其进行分析、验证,并根据得到的结论调整模型,最终得到本文的模型。根据数据验证,得到各个变量对用户购买意向和购买行为的关系。由研究结果得出,努力期望、绩效期望、购买意愿、产品认知度和个体创新性正向影响用户购买互联网金融理财产品的行为;感知风险负向影响用户购买互联网金融理财产品的行为;社会影响对用户购买互联网金融理财产品没有显著影响;绩效期望在努力期望与购买意愿中起到中介作用;性别和经验对测量模型有显著影响。最后,在本文研究结论的基础上,结合目前我国互联网金融的发展的情况,为互联网金融公司设计理财产品和推广营销提出一些建议。
[Abstract]:Internet finance is a new field which combines Internet and finance. Internet finance, has become one of the hottest topics under discussion. Even companies that had not previously been involved in financial business followed suit into the Internet financial industry. As a result, the market was flooded with all kinds of Internet financial products and gradually attracted the attention of the broad masses of people. In particular, Yu'e Bao, owned by Alibaba, has overturned the rules of traditional finance and become a new focus. At present, most of the researches on Internet financial products are scattered pattern analysis, and few scholars deeply study the behavior of users buying Internet financial products. Therefore, in this context, In this paper, we will focus on the Internet financial products, and study the main influencing factors and the relationship between the factors. Hope this research can help our country's Internet finance to develop better and faster. By consulting and reading the literature on Internet finance at home and abroad, it is found that the research on the behavior of users buying Internet financial products almost belongs to the blank field. In this paper, the performance expectation in UTAUTT (integrated technology acceptance and use model), the expectation, social impact and purchase intention are used as the framework, and the purchase behavior is regarded as the dependent variable, which increases the perceived risk. Individual innovation and product cognition are taken as independent variables, gender and experience are introduced as adjusting variables, the theoretical model of this paper is established and hypotheses are put forward, and the influencing factors of users' purchase of Internet financial products are studied. This paper first uses descriptive statistical method to process the questionnaire data, then uses the structural equation model (SEM) method to analyze and verify it, and adjusts the model according to the conclusions, and finally obtains the model of this paper. According to the data validation, the relationship between the purchase intention and purchase behavior of each variable is obtained. From the results of the study, it is concluded that the expectation of effort, the expectation of performance, the willingness to buy, the degree of product recognition and the innovation of individual positively influence the behavior of the user to buy the financial products of Internet. Perceived risk negatively affects the behavior of users to purchase Internet financial products; the social impact has no significant impact on the purchase of Internet financial products; performance expectations play an intermediary role in the efforts to expect and purchase willingness; Gender and experience have a significant impact on the measurement model. Finally, on the basis of the conclusion of this paper, combined with the current situation of the development of Internet finance in China, some suggestions are put forward for Internet financial companies to design financial products and promote marketing.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.2

【参考文献】