The Causation of Online Financial Behavior: Empirical Evidence Based on Users of Yu Ebao

Abstract

Abstract:

The outperformance of "Baobao" online banking has a great impact on the domestic banking and even the entire financial market. Based on the technology acceptance model (TAM), this paper constructs the theoretical model induced by an online financial behavior, mechanism and its influence factors of adoption intention; we collect data of Yu Ebao through questionnaires and utilize structural equation model (SEM)to make an empirical analysis. The results show: TAM can not effectively explain the willingness to adopt Yu Ebao; the impact of perceived risk is not obvious and reduces the perception of pleasure level; directly or indirectly perceived pleasure significantly affects the willingness to adopt Yu Ebao. These conclusions may provide a theoretical basis for the launch of innovative financial products.

Key words: Yu Ebao, perceived risk, perceived pleasure, online finance, TAM

Wei Mingxia, Huang Lin, Xia Yu. The Causation of Online Financial Behavior: Empirical Evidence Based on Users of Yu Ebao[J]. , 2015, 27(9): 40-47,68.

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