平台经济视角下互联网金融理财产品扩散影响因素研究——以余额宝为例  

Research on the Influence Factors of Internet Financial Products Diffusion from the Perspective of Platform Economy——Based on the Yu Ebao

作　　者：唐力[1] 卞琦娟[1] 孙梦娇[1] 

机构地区：[1]南京中医药大学经贸管理学院,南京210023

出　　处：《科技和产业》2016年第5期122-124,共3页Science Technology and Industry

基　　金：江苏省高校哲学社会科学基金项目(2015SJD165);江苏省教育科学"十二五"规划课题(X-c/2015/01);南京中医药大学示范性网络课程课题(C2015005)

摘　　要：基于平台的互联网金融对经济和金融的影响力是目前所有互联网金融模式中最大的。以余额宝为例,将感知平台特征、消费者特征、产品特性、扩散渠道、感知风险与技术接受模型结合,建立互联网金融理财产品扩散影响因素模型并进行实证研究,研究结果表明,感知平台特征、消费者特征、产品特性显著正向影响消费者感知有用性、感知易用性,并且感知有用性、感知易用性、扩散渠道和感知风险对消费者使用态度具有显著影响。At present,the platform of the Internet financial model had the biggest impact on economy and finance.Based on the Yu ebao,Combined with the sensing platform characteristics,consumer characteristics,product characteristics,diffusion channels,perceived risk and TAM,to establish the internet financial products diffusion model of influencing factors.The results showed that sensing platform characteristics,consumer characteristics and product characteristics had a significant positive effect on perceived usefulness and perceived ease of use.Perceived usefulness,perceived ease of use,diffusion channels and perceived risk had a significant impact on consumer attitude.

关 键 词：互联网金融 理财产品 扩散 余额宝 

分 类 号：F713.55[经济管理—市场营销]