网上理财行为致因:基于余额宝用户的经验证据  

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

作　　者：魏明侠[1] 黄林[1] 夏雨[2] 

机构地区：[1]河南工业大学管理学院,郑州450001 [2]南开大学商学院,天津300071

出　　处：《管理评论》2015年第9期40-47,68,共9页Management Review

基　　金：国家社科基金项目(14BGL153);河南省教育厅人文社科项目(2013-ZD-013);河南省高校人文社科重点研究基地物流研究中心资助项目(2015-JD-04)

摘　　要："宝宝"类网上理财正异军突起,对我国传统理财乃至整个金融市场产生很大影响。本研究基于技术接受模型(TAM)构建一个网上理财行为致因的理论模型,考察网上理财平台采纳意愿的影响要素及其影响机理;并通过问卷采集余额宝用户的数据,应用结构方程建模的方法进行实证分析。研究结果表明:技术接受模型无法有效解释余额宝采纳意愿,感知风险对余额宝采纳意愿的影响并不明显,感知愉悦性不仅直接显著影响了余额宝的采纳意愿,而且通过TAM对余额宝采纳意愿产生间接影响,但是感知风险降低了感知的愉悦性水平。这些结论有望对网上理财产品的推出和创新提供理论依据。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.

关 键 词：余额宝 感知风险 感知愉悦性 互联网金融 技术接受模型 

分 类 号：F724.6[经济管理—产业经济] F832.2