【摘要】：2014年3月5日,李克強(qiáng)總理在政府工作報告中提出“促進(jìn)互聯(lián)網(wǎng)金融發(fā)展”�；ヂ�(lián)網(wǎng)金融是以互聯(lián)網(wǎng)通信技術(shù)為基礎(chǔ),結(jié)合傳統(tǒng)金融服務(wù)產(chǎn)生的一種新興金融業(yè)態(tài),擴(kuò)展了傳統(tǒng)金融的交易邊界,繼承了互聯(lián)網(wǎng)開放、共享、平等、民主、自由的精神,是實(shí)踐“普惠金融”的有效手段。2013年被認(rèn)為是互聯(lián)網(wǎng)金融的“入侵元年”,2014年則成為了互聯(lián)網(wǎng)金融的“爆發(fā)年”,互聯(lián)網(wǎng)金融的迅速發(fā)展不僅引起了社會各界的廣泛關(guān)注,也成為了理論界研究的熱點(diǎn)。本研究在大量閱讀相關(guān)文獻(xiàn)和研究報告的基礎(chǔ)上,站在用戶的角度,基于計劃行為理論(TPB)和任務(wù)/技術(shù)匹配模型(TTF)分析了互聯(lián)網(wǎng)金融創(chuàng)新產(chǎn)品在用戶之間擴(kuò)散的影響因素,構(gòu)建了互聯(lián)網(wǎng)金融創(chuàng)新產(chǎn)品擴(kuò)散的影響因素模型。從互聯(lián)網(wǎng)金融創(chuàng)新產(chǎn)品滿足用戶需求和互聯(lián)網(wǎng)金融創(chuàng)新產(chǎn)品本身的技術(shù)特征兩個角度研究互聯(lián)網(wǎng)金融創(chuàng)新產(chǎn)品在用戶之間擴(kuò)散的機(jī)理。主要結(jié)論如下:(1)在技術(shù)可用性方面,互聯(lián)網(wǎng)金融通過對社交網(wǎng)絡(luò)、大數(shù)據(jù)等新興網(wǎng)絡(luò)通信技術(shù)的應(yīng)用,提升了信息處理能力,擴(kuò)大了金融交易的邊界。在任務(wù)可用性方面,互聯(lián)網(wǎng)金融創(chuàng)新產(chǎn)品具有明顯草根特性,是實(shí)踐“普惠金融”理念的有效手段,通過金融產(chǎn)品與實(shí)體經(jīng)濟(jì)的緊密結(jié)合,有效的緩解了資金供需雙方的信息不對稱現(xiàn)象,優(yōu)化了資源配置。(2)本研究以手機(jī)銀行為研究對象,開展實(shí)證研究,研究結(jié)果顯示:用戶的使用態(tài)度、感知行為控制會正向影響用戶使用意向;互聯(lián)網(wǎng)金融創(chuàng)新產(chǎn)品的任務(wù)特征和技術(shù)特征會影響任務(wù)/技術(shù)匹配度;用戶的任務(wù)/技術(shù)匹配度不能直接影響用戶的使用意向,而會通過影響用戶的使用態(tài)度影響用戶的使用意向。技術(shù)特征會正向影響用戶感知行為控制。(3)在實(shí)證分析的基礎(chǔ)上,本研究提出了促進(jìn)互聯(lián)網(wǎng)金融創(chuàng)新產(chǎn)品在用戶之間擴(kuò)散的建議。
[Abstract]:On March 5, 2014, Premier Li Keqiang proposed in the government work report to promote the development of Internet finance. Internet finance is a new financial form based on Internet communication technology. It expands the transaction boundary of traditional finance and inherits the spirit of opening, sharing, equality, democracy and freedom of Internet. It is an effective means to practice "inclusive finance". 2013 is considered to be the "first year of the invasion" of Internet finance, and 2014 became the "outbreak year" of Internet finance. The rapid development of Internet finance has not only aroused widespread concern from all walks of life. It has also become the hot spot of theoretical research. On the basis of reading a lot of relevant literature and research reports, this study analyzes the influence factors of the diffusion of Internet financial innovation products among users on the basis of planning behavior theory (TPB) and task / technology matching model (TTF). The influence factor model of Internet financial innovation product diffusion is constructed. This paper studies the diffusion mechanism of Internet financial innovation products between users from two angles: Internet financial innovation products meet the needs of users and the technical characteristics of Internet financial innovation products. The main conclusions are as follows: (1) in terms of technical availability, Internet finance enhances the ability of information processing and expands the boundary of financial transactions through the application of new network communication technologies such as social networks and big data. In terms of mission availability, Internet financial innovation products have obvious grassroots characteristics and are an effective means of implementing the concept of "inclusive finance" through the close integration of financial products with the real economy. It effectively alleviates the information asymmetry between the supply and demand sides and optimizes the allocation of resources. (2) this study takes mobile banking as the research object and carries out empirical research. The results show that: user's use attitude, Perceived behavior control will positively affect the user's intention to use; the task characteristics and technical features of Internet financial innovation products will affect the task / technology matching degree; the user's task / technology matching degree will not directly affect the user's use intention. Will influence the user's use intention through the influence user's use attitude. Technology features will positively affect the control of user perceived behavior. (3) based on the empirical analysis, this study puts forward some suggestions to promote the diffusion of Internet financial innovation products among users.
【學(xué)位授予單位】：山東財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F832

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