Abstract
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. 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.
Highlights
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
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 ecommerce 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
Summary
With the rapid transformation and rapid development of China’s economy, the proportion of national consumption in the national economic structure has gradually increased, and people’s consumption ability has been continuously improved. Based on the characteristics of the research object, this paper integrates the planned behavior theory and the theoretical model of technology acceptance, and introduces the perceived risk and consumer innovation to study the consumer behavior so as to enhance the explanatory power of the model. This is of great significance to help enterprises improve their products, and promote the Internet consumer financial enterprises to enhance market competitiveness
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