Management Review

›› 2015, Vol. 27 ›› Issue (8): 190-199.

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The Influencing Mechanism of Internet Financial Brand Extension: Based on the Technology Acceptance Model

Shan Miyuan, Long Teng, Zhang Renlong   

  1. School of Business and Administration, Hunan University, Changsha 410082
  • Received:2014-09-15 Online:2015-08-30 Published:2015-09-02

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Abstract:

Brand extension in the context of internet finance has attracted increasing scholarly attention in the past few years. By considering both the traditional brand extension factors and internet financial context, the current study builds the internet financial brand extension theoretical model based on the technology acceptance model. Then we test our model using the Alipay's extension to YuE Bao and CunJin Bao to find the key factors and the mechanism influencing internet financial brand extension. The results indicate that the attitude of parent brand can be transferred to its extended products, and positively influences the brand extension evaluation. In addition, both the brand trust and the perceived fit between the parent brand and the extension product positively influence brand extension evaluation. In the context of internet finance, the perceived tie positively influences brand extension evaluation, and the attitude of parent brand positively influences the brand trust, perceived fit and perceived tie. The results provide some implications for promoting internet financial product.

Key words: internet finance, brand extension, TAM