金融信息服务平台用户持续使用意愿的影响因素组态研究

Influencing Factors and Configuration Analysis of Continued Use Willingness of Financial Information Service Platforms

【目的/意义】随着金融科技以及信息技术的迅速发展,金融信息服务平台正面临激烈的“流量”和“留量”的竞争。以商业银行为例,分析其信息数字化移动平台用户持续使用意愿影响因素对于更好的搭建金融科技赋能平台具有重要意义。【方法/过程】本文运用结构方程模型及模糊集定性比较分析(fsQCA)对问卷数据进行影响因素分析及组态研究。【结果/结论】结构方程模型结果表明社会网络价值、平台功能价值、平台服务价值对商业银行数字化移动平台用户持续使用意愿存在积极影响,数据信息风险和平台使用壁垒对持续使用意愿具有消极影响。模糊集定性比较分析结果表明持续使用意愿是多个组合要素联动的结果,其条件组合路径包含了外在关注型、自我关注型、风险关注型3条不同的路径。【创新/局限】研究采用模糊集定性比较分析,深入阐述商业银行信息服务平台用户持续使用意愿的多元因果路径关系,有助于平台后续提供更符合用户需求的针对性策略。但选取的样本有限且聚焦单一文化维度,今后可进一步探索跨文化维度下金融信息平台的持续使用。

【Purpose/significance】With the rapid development of financial technology and information technology,commercial banks are facing fierce competition for"traffic"and"retention".【Method/process】This paper uses structural equation modeling and fuzzy set qualitative comparative analysis(fsQCA)to analyze the influencing factors.【Result/conclusion】The results of structural equation modeling show that social network value,platform function value and platform service value have positive impact on the continued use intention of commercial bank digital information platform,while data information risk and barriers to use have negative impact on continued use intention.The results show that the conditional combination path contains 3 different paths:extrinsic-focus,self-focus and risk-focus.【Innovation/limitation】FsQCA analysis reveals the multiple causal pathways of users'willingness to continue using the information service platform,which helps the platform subsequently provide targeted strategies.However,the sample selected was limited and focused on a single cultural dimension.The continued use of financial information platforms across cultural dimensions could be further explored in the future.