Research on User Adoption Behavior of Internet Financing Products: Empirical Analysis Based on Structural Equation Model

DOI

10.2991/aer.k.201203.005How to use a DOI?

Keywords

Family lifecycle, Internet financing product, Influence model, Structural Equation Model

Abstract

From the perspective of empirical research, this paper studies the influencing factors of family investors’ adoption of Internet financial products. On the basis of Technology Acceptance Model and Planned Behavior Theory, this study introduces family lifecycle as a moderating variable, and proposes a financial product adoption infulence model composed of 7 variables. The reliability and validity of the scale tool is tested by exploratory factor analysis and Cronbach alpha coefficient respectively. Finally, according to the questionnaire data of 373 family investors, the hypothesis of the influence model is tested by using Structural Equation Model. With every unit of increase in group norms or behavioral attitude, the behavioral attitude will increase 0.465 or 0.457 unit respectively, which demonstrates that its behavioral intention is directly under significantly positive effect from group norms and behavioral attitude. Group norms plays a tremendously crucial role in the product’s influence factors and is under the influence of the adjustment of family lifecycle. Behavioral attitude’s influence factors are under the direct influence of group norms, perceived ease of use and perceived usefulness from the top to the bottom. Perceived ease of use acts on the process of behavioral attitude, and exerts indirect influence on behavioral attitude through the intermediate of perceived usefulness. This study turns the research perspective from personal financing management to family financing management. Also, the study provides a theoretical basis for the design of Internet currency-oriented financing products for family investors.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zong-na Xiao
PY  - 2020
DA  - 2020/12/03
TI  - Research on User Adoption Behavior of Internet Financing Products: Empirical Analysis Based on Structural Equation Model
BT  - Proceedings of the 2020 9th International Conference on Applied Science, Engineering and Technology (ICASET 2020)
PB  - Atlantis Press
SP  - 23
EP  - 28
SN  - 2352-5401
UR  - https://doi.org/10.2991/aer.k.201203.005
DO  - 10.2991/aer.k.201203.005
ID  - Xiao2020
ER  -