%0 Journal Article
%T Research on Internet Consumer Financial Products Usage Intention¡ªTaking College Students as an Example
%A Yexin Cai
%J Journal of Financial Risk Management
%P 375-388
%@ 2167-9541
%D 2017
%I Scientific Research Publishing
%R 10.4236/jfrm.2017.64027
%X With
the rise of Internet consumer finance, it has greatly promoted the prosperity
of the stage consumption market, and the college students group is a market
with great development space and untapped market.</span><span style=\"font-family:&quot;\"> </span><span style=\"font-family:Verdana;\">In this research background, this article combines
the technology acceptance model and the rational acceptance model, and
introduces consumer innovation and perceived risk to explore the influence of
consumers on the willingness of e-commerce Internet consumer financial
products. The study found that perceived usefulness and willingness to use had
a significant positive correlation, and that perceived risk and willingness to
use had a significant negative correlation. Perceived ease of use and
subjective norms have a significant positive effect on perceived usefulness;
Consumer innovation and perceived ease of use have significant positive impact,
and consumers¡¯ innovation and perceived risk have significant negative impact.
The conclusions of this study enrich the study of willingness to use, and put
forward relevant marketing strategies for enterprises to promote and occupy
market share.
%K Usage Intention
%K Perceived Risk
%K Consumer Innovativeness
%K Technology Acceptance Model
%K Internet Consumer Finance
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=81180