Abstract
With the reform of the Internet Finance, the transition from traditional mode of financial management to social financing is becoming an inevitable trend. Based on an in-depth analysis of the existing problems in the development of social financing, this thesis constructs the Five Factor UTAUT model. A questionnaire survey was conducted on 7 cities in Zhejiang province, 853 questionnaires were collected, reliability and validity were analyzed by using SPSS statistical analysis software, and the concept model was empirically tested through constructing the structural equation model. Research results show that the relationships between performance expectations, effort expectations, perceived risk, trust tendency and urban residents’ willingness to use social financing products are significant. Based on these, the thesis puts forward some suggestions for the development of social financing.
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