Research on Internet Consumer Financial Products Usage Intention—Taking College Students as an Example

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.