农村互联网金融农户忠诚度影响因素研究
Research on Factors Influencing Farmers’ Loyalty to Rural Internet Finance

以473户农户数据为依据，采用多群组结构方程模型，分别对三类互联网金融服务提供商农户忠诚度影响因素进行了考察。结果表明：农村互联网金融农户忠诚度不高，农户金融服务满意度和金融产品满意度是影响农户忠诚度最基本的因素；比较三类金融服务提供商农户忠诚度影响因素发现，农户对于“三农”服务商和以“蚂蚁金服”为代表的互联网金融的忠诚为冲动型忠诚，对于正规金融机构网上金融部门的忠诚为认知型忠诚。基于此，建议农村互联网金融服务提供商在大数据分析基础上构建客户评价体系，有效区分客户类别，并对客户进行差异化营销与管理。三类农村互联网金融服务提供商可尝试建立金融共生模式，优势互补，探索金融科技服务的全新模式。
Taking the data of 473 farmer households as examples, the author used the multi-group structural equation model to investigate the factors affecting the farmers’ loyalty to three types of Internet financial service providers. The results show that the farmers’ loyalty to rural internet finance is not high, and the basic factor affecting their loyalty is their satisfaction degree on financial service and financial product. Comparison of farmers’ loyalty to three types of rural Internet financial service providers, it is found that farmers’ loyalty to Sannong service providers and the Internet finance represented by “ant financial service” is impulsive loyalty, while their loyalty to the online financial department of traditional financial institutions is cognitive loyalty. Based on this, it is suggested that the rural Internet financial service providers should build the customer evaluation system to effectively distinguish the customer categories. And then, they need to carry out differentiated marketing and management to customers. Three types of rural Internet financial service providers can try to establish a financial symbiosis model, complement each other, and explore a new model of financial science and technology services.