基于消费者异质性视角的“互联网+消费金融”产品选择行为研究

Product-Selecting Behavior of“Internet+Consumer Finance”:Based on the Perspective of Consumer Heterogeneity

基于消费者“黑箱”理论、技术接受模型和双通道心理账户理论,以京东白条、蚂蚁花呗为调查对象,从消费者异质性视角,采用结构方程、多群组结构方程方法,研究了“互联网+消费金融”产品的选择行为.研究结果表明,感知有用性和感知易用性对“互联网+消费金融”产品的使用,具有显著的正向影响;外部变量通过感知有用性和感知易用性间接影响“互联网+消费金融”产品的使用意愿;不同的消费金额、有无利息、不同心理账户对“互联网+消费金融”产品使用具有显著性影响.

Based on the consumer“black box”theory,technology acceptance model and dual-channel psychological account theory,this paper studies the product-selecting behavior of“Internet+consumer finance”from the perspective of consumer heterogeneity.Jingdong IOUS and Ant Flower are the investigation objects of this paper,and structural equation and multi-group structural equation are the research methods.The results show that the perceived usefulness and perceived ease of use have a significant positive impact on the use of“Internet+consumer finance”;external variables indirectly affect the willingness to use“Internet+consumer finance”through perceived usefulness and perceived ease of use;different amount of consumption,interest of products,and different psychological accounts have significant influence on the use of“Internet+consumer finance”.