The Functional Mechanism Study of How Initial Trust Affects Individuals' Intention Use Internet Wealth Management Products

Abstract

Abstract:

With the rapid development of the Internet wealth management, the research on relationship between initial trust and behavior intention of Internet wealth management is attracting more and more attention. Exploring the internal logic relation has become a hot spot in the field of behavioral finance. At the same time, it is forward-looking to do research on mediator effect of initial trust and moderators. Based on behavior theory and focused on initial trust, gender, education and usage are used to build a three-stage hypothesis testing model as moderators. Based on the research data of 301 users and using such analysis methods as SEM, linear regression, etc, this paper reaches the following conclusions. Firstly, the integration model is suitable for the study of Internet Wealth Management, and the intro-duction of initial trust can increase the explanatory power of the model. Secondly, initial trust is a significant mediator of PEOU and be-havior intention. It accounts for 54.0% of the total mediating effect. Thirdly, among moderators, gender and education are significant, but usage isn't significant. Then initial trust can consistently affect the behavior intention. The research not only provides new ideas and methods, but also makes up for the lack of related researches. The study also provides a theoretical basis for providers of Internet wealth management to promote the product competition, develop loyal users and expand market share.

Key words: initial trust, Internet wealth management, behavior intention, mediator effect, moderator effect

Sun He, Ren Jinzheng, Wang Beibei. The Functional Mechanism Study of How Initial Trust Affects Individuals' Intention Use Internet Wealth Management Products[J]. , 2020, 32(1): 142-152.

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