情报杂志
情報雜誌
정보잡지
JOURNAL OF INFORMATION
2015年
1期
179-184
,共6页
互联网金融理财产品%余额宝%PLS%SEM%感知风险
互聯網金融理財產品%餘額寶%PLS%SEM%感知風險
호련망금융리재산품%여액보%PLS%SEM%감지풍험
Internet financial products%Yu'e Bao%PLS%SEM%perceived risk
依据TAM和TPB模型，按照金融的流动性、收益性和安全性三原则，验证用户使用互联网金融理财产品的关键影响因素。以余额宝为例，收集224个量表作为样本，使用PLS方法，验证互联网金融理财产品结构化方程模型。研究发现，自我效能、感知易用、感知有用在用户使用互联网金融理财产品的影响因素中起着关键作用。自我效能对感知易用、感知有用和使用行为的影响显著。社会影响对用户感知风险和行为意向影响显著，但是影响低于自我效能。
依據TAM和TPB模型，按照金融的流動性、收益性和安全性三原則，驗證用戶使用互聯網金融理財產品的關鍵影響因素。以餘額寶為例，收集224箇量錶作為樣本，使用PLS方法，驗證互聯網金融理財產品結構化方程模型。研究髮現，自我效能、感知易用、感知有用在用戶使用互聯網金融理財產品的影響因素中起著關鍵作用。自我效能對感知易用、感知有用和使用行為的影響顯著。社會影響對用戶感知風險和行為意嚮影響顯著，但是影響低于自我效能。
의거TAM화TPB모형，안조금융적류동성、수익성화안전성삼원칙，험증용호사용호련망금융리재산품적관건영향인소。이여액보위례，수집224개량표작위양본，사용PLS방법，험증호련망금융리재산품결구화방정모형。연구발현，자아효능、감지역용、감지유용재용호사용호련망금융리재산품적영향인소중기착관건작용。자아효능대감지역용、감지유용화사용행위적영향현저。사회영향대용호감지풍험화행위의향영향현저，단시영향저우자아효능。
According to the three principles of financial liquidity, profitability and safety, we validated the key influencing factors for us-ers to use the Internet financial products based on TAM and TPB. Taking Yu'e Bao for example, we used the PLS method to analyze the 224 scales collected in order to verify the structural equation model of Internet financial products. Then we found that the self-efficacy, perceived ease of use and perceived usefulness played critical roles among the factors influencing the use of the internet financial products. The influence of self-efficacy on perceived ease of use, perceived usefulness and actual usage is very significant. Social influence has sig-nificant effect on user perceived risk and behavioral intention, but its influence is less than that of self-efficacy.
