【摘要】 互联网金融作为一种崭新的金融服务模式已在经济社会中产生了重要的影响,探究互联网金融的用户选择行为影响因素有着重要的理论和现实意义。文章基于TAM模型,构建了互联网金融用户接受影响因素模型,并通过调查数据对用户选择互联网金融的影响因素进行了实证研究。研究表明:多层次的市场需求满足、良好的客户体验、技术创新应用等因素对用户接受互联网金融影响显著,风险、安全和监管政策等因素并没有负向影响用户接受互联网金融。鉴于此,业界可有针对性地提升传统金融服务创新,更好地服务客户并提升客户忠诚度。更多还原

【Abstract】 As a new financial services model,the internet finance has an important influence on the economy and society,so the exploration of determinants of user selection of internet finance is of important theoretical and practical significance. Based on TAM model,this paper constructs a model concerning the determinants of user acceptance of internet finance,and makes an empirical research on factors influencing user selection of internet finance through survey data. It shows that factors such as the satisfaction for the multilevel market demand,excellent customer experience and the innovative applications of new technology have significant impacts on the user acceptance of internet finance,while factors such as risk,security and regulatory policies do not negatively affect the user acceptance of internet finance. For that reason,the services sector can promote targeted traditional financial services innovation,better serve customers and increase customer loyalty.更多还原