摘要
随着互联网的发展,以互联网为代表的现代信息技术正对现代金融产品产生深刻的影响。余额宝正是目前互联网金融产品的代表,一经出现就受到众人的追捧。本文以余额宝为例,从行为科学的视角,按照技术接受模型的研究方法,通过问卷调查和结构方程统计分析,对互联网金融产品用户服务采纳进行了实证研究。结果表明:消费者所感知到的产品的有用性及感知到的利得是余额宝推进的关键,同时消费者对余额宝采纳的风险因素以及社会影响因素也有所关注。
With the development of the Internet, the Internet on behalf of the modern information technology has a profound influence on modern financial products. Yu＇e Bao representative of the current Internet financial products, once appear is widely sought after. This paper takes Yu＇e Bao as an example, provides an empirical examination of the Internet Financial of Things through questionnaire survey, and then according to the methodology of technology acceptance model, we make a SEM statistical analysis from the perspective of behavioral science. The results show that the key to advancing their application is to provide products which are useful and can bring benefits. At the same time Consumers have begun to pay attention to the risk factors and social factors.
出处
《江苏商论》
2015年第3期30-33,37,共5页
Jiangsu Commercial Forum
关键词
互联网金融
技术采纳模型
结构方程模型
the Internet financial
technology acceptable model
structural equation model
