互联网理财产品采纳意愿实证研究

An Empirical Study on The Adoption Intentions of Internet Financial Product

互联网理财以其得天独厚的优势迅速获得了众多群众的青睐,未来或成为一种主流投资。本文基于TAM模型,构建了互联网理财产品采纳意愿的影响因素模型,以年轻群体为对象并进行实证分析。研究结果表明:兼容性、主观规范、感知有用性和行为态度显著正向影响用户采纳意愿;感知风险(财务风险和隐私风险)对用户采纳意愿具有显著负面影响;互联网理财产品特点也对用户感知有用性具有正向影响。

Internet financial management quickly gains the favor of many people because of its unique advan-tages and it will become a mainstream investment in the future. Based on the TAM model, this paper constructs the influencing factors model of the adoption intention of Internet financial products, and carries on the em-pirical analysis. The results show that the compatibility, subjective norms, perceived usefulness and behav-ioral attitude have a significant positive impact on users’ adoption intention. Perceived risks（financial risks and privacy risks） have a significant negative impact on users ’ adoption intention. The characteristics of Internet financial products also have a positive impact on user perceived usefulness.