互联网金融创新产品扩散机制研究

发布时间：2018-09-11 21:05

【摘要】：2014年3月5日,李克强总理在政府工作报告中提出“促进互联网金融发展”。互联网金融是以互联网通信技术为基础,结合传统金融服务产生的一种新兴金融业态,扩展了传统金融的交易边界,继承了互联网开放、共享、平等、民主、自由的精神,是实践“普惠金融”的有效手段。2013年被认为是互联网金融的“入侵元年”,2014年则成为了互联网金融的“爆发年”,互联网金融的迅速发展不仅引起了社会各界的广泛关注,也成为了理论界研究的热点。本研究在大量阅读相关文献和研究报告的基础上,站在用户的角度,基于计划行为理论(TPB)和任务/技术匹配模型(TTF)分析了互联网金融创新产品在用户之间扩散的影响因素,构建了互联网金融创新产品扩散的影响因素模型。从互联网金融创新产品满足用户需求和互联网金融创新产品本身的技术特征两个角度研究互联网金融创新产品在用户之间扩散的机理。主要结论如下:(1)在技术可用性方面,互联网金融通过对社交网络、大数据等新兴网络通信技术的应用,提升了信息处理能力,扩大了金融交易的边界。在任务可用性方面,互联网金融创新产品具有明显草根特性,是实践“普惠金融”理念的有效手段,通过金融产品与实体经济的紧密结合,有效的缓解了资金供需双方的信息不对称现象,优化了资源配置。(2)本研究以手机银行为研究对象,开展实证研究,研究结果显示:用户的使用态度、感知行为控制会正向影响用户使用意向;互联网金融创新产品的任务特征和技术特征会影响任务/技术匹配度;用户的任务/技术匹配度不能直接影响用户的使用意向,而会通过影响用户的使用态度影响用户的使用意向。技术特征会正向影响用户感知行为控制。(3)在实证分析的基础上,本研究提出了促进互联网金融创新产品在用户之间扩散的建议。
[Abstract]:On March 5, 2014, Premier Li Keqiang proposed in the government work report to promote the development of Internet finance. Internet finance is a new financial form based on Internet communication technology. It expands the transaction boundary of traditional finance and inherits the spirit of opening, sharing, equality, democracy and freedom of Internet. It is an effective means to practice "inclusive finance". 2013 is considered to be the "first year of the invasion" of Internet finance, and 2014 became the "outbreak year" of Internet finance. The rapid development of Internet finance has not only aroused widespread concern from all walks of life. It has also become the hot spot of theoretical research. On the basis of reading a lot of relevant literature and research reports, this study analyzes the influence factors of the diffusion of Internet financial innovation products among users on the basis of planning behavior theory (TPB) and task / technology matching model (TTF). The influence factor model of Internet financial innovation product diffusion is constructed. This paper studies the diffusion mechanism of Internet financial innovation products between users from two angles: Internet financial innovation products meet the needs of users and the technical characteristics of Internet financial innovation products. The main conclusions are as follows: (1) in terms of technical availability, Internet finance enhances the ability of information processing and expands the boundary of financial transactions through the application of new network communication technologies such as social networks and big data. In terms of mission availability, Internet financial innovation products have obvious grassroots characteristics and are an effective means of implementing the concept of "inclusive finance" through the close integration of financial products with the real economy. It effectively alleviates the information asymmetry between the supply and demand sides and optimizes the allocation of resources. (2) this study takes mobile banking as the research object and carries out empirical research. The results show that: user's use attitude, Perceived behavior control will positively affect the user's intention to use; the task characteristics and technical features of Internet financial innovation products will affect the task / technology matching degree; the user's task / technology matching degree will not directly affect the user's use intention. Will influence the user's use intention through the influence user's use attitude. Technology features will positively affect the control of user perceived behavior. (3) based on the empirical analysis, this study puts forward some suggestions to promote the diffusion of Internet financial innovation products among users.
【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F832

【参考文献】