基于TPB/UTAUT和信任的使用意愿影响因素研究——以互联网消费信贷产品蚂蚁花呗为例

A Study on the Effects of Behavioral Intention Based on TPB/UTAUT and Trust——Taking Ant Credit Pay,an Internet Consumer Credit Product as a Sample

发展互联网消费信贷是实现我国宏观战略目标“扩大内需,经济转型”的重要推动力。以生活性互联网消费信贷为研究对象,整合TPB模型和UTAUT模型,引入与制度信任和创新扩散理论相关的因素。结合互联网消费信贷产品特征,探究各变量间的路径传导机理,最终使用结构方程模型进行假设检验。研究结果表明:除个人信任倾向以外,制度信任、信任、消费者个体特性、感知特性、感知行为控制都会影响使用意愿。因此,政府和企业应当协同合作,规范互联网消费信贷的发展,认识和满足消费者的消费信贷需求,以利于加快形成经济内循环新格局。

Developing the Internet consumer credit is an important driving force to realize the macro-strategic goal of both domestic demand expansion and economic transition.Taking the living internet consumer credit as the research object,integrating TPB model and UTAUT model,factors related to institution-based trust and IDT are introduced.Combined with the characteristics of Internet consumer credit products,exploring the path conduction mechanism among the variables,the structural equation models are finally used for hypothesis test.The results indicate that,besides dispositional trust,institution-based trust,trust,consumers’individual characteristics,perceived characteristics and perceived behavior control will all affect consumers’behavioral intention.Accordingly,the guidance that the government and enterprises should work together to regulate the development of Internet consumer credit,to recognize and meet consumer demand for consumer credit are proposed,speeding up the formation of a new pattern of internal economic circulation.