互联网金融理财产品使用影响因素研究

On the Influencing Factors of Internet Financial Products' Usage

依据TAM和TPB模型,按照金融的流动性、收益性和安全性三原则,验证用户使用互联网金融理财产品的关键影响因素。以余额宝为例,收集224个量表作为样本,使用PLS方法,验证互联网金融理财产品结构化方程模型。研究发现,自我效能、感知易用、感知有用在用户使用互联网金融理财产品的影响因素中起着关键作用。自我效能对感知易用、感知有用和使用行为的影响显著。社会影响对用户感知风险和行为意向影响显著,但是影响低于自我效能。

According to the three principles of financial liquidity, profitability and safety, we validated the key influencing factors for us-ers to use the Internet financial products based on TAM and TPB. Taking Yu＇e Bao for example, we used the PLS method to analyze the 224 scales collected in order to verify the structural equation model of Internet financial products. Then we found that the self-efficacy, perceived ease of use and perceived usefulness played critical roles among the factors influencing the use of the internet financial products. The influence of self-efficacy on perceived ease of use, perceived usefulness and actual usage is very significant. Social influence has sig-nificant effect on user perceived risk and behavioral intention, but its influence is less than that of self-efficacy.