互联网余额理财工具使用行为影响因素的实证研究

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。

As an emerging Internet financial service, Internet Remainder Financial Management Tool will be an important investment channel to residents in our country. Focusing on user behaviors of Internet Remainder Financial Management, this study summarizes the former studies on the financial investment behavior and the technology acceptance behavior, and develops the model of factors affecting user behaviors in Internet Remainder Financial Management Tool. Through the questionnaire survey to users, the paper uses SEM to testify the research hypothesis. The results of the study indicate that perceived risk is the first factor that influences user behavior; In addition, network externality and perceived usefulness have significant positive effects on the user behavior; network externality has a significant positive influence on users＇ perceived usefulness and perceived ease of use; all dimensions of subjective norm also affect the perceived usefulness; and perceived ease of use and perceived performance risk do not significantly affect the user behavior. Based on the above empirical results, this pa- per advises that Internet financial institutions should strengthen risk management, the designation of products and the pro- motion of products. Key words： Internet Remainder Financial Management Tool; technology acceptance model; user