初始信任对个人互联网理财使用意愿的影响研究--兼论性别、受教育水平等因素的中介效应与调节效应  

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

作　　者：孙赫[1] 任金政[1] 王贝贝 Sun He;Ren Jinzheng;Wang Beibei(College of Economics and Management,China Agricultural University,Beijing 100083;School of Economics,Beijing Wuzi University,Beijing 101149)

机构地区：[1]中国农业大学经济管理学院,北京100083 [2]北京物资学院经济学院,北京101149

出　　处：《管理评论》2020年第1期142-152,共11页Management Review

基　　金：北京市社会科学基金项目(15JGC138);中央高校基本科研业务费专项资金资助项目(2016RW001)。

摘　　要：互联网金融飞速发展,其中以余额宝为代表的货币基金类理财产品最为引人瞩目。以行为理论模型为框架,初始信任为研究出发点,引入性别、受教育水平、使用经验等调节变量构建了三阶段模型,基于301位互联网理财用户的有效调研数据,运用结构方程、线性回归等方法进行实证分析。结果表明:引入初始信任的行为理论整合模型能够更好地解释用户的互联网理财使用行为;初始信任是用户感知易用性和使用意愿间的显著性中介变量,中介效应比例为总效应的54.0%;性别与受教育水平在使用意愿的不同影响关系中起显著性的调节效应;使用经验在初始信任与使用意愿间的调节效应不显著,从动态角度来看,初始信任能够持续稳定地影响使用意愿。研究结论为互联网理财供给方提高产品竞争力、培育忠诚用户和市场规模的扩大提供了理论依据与决策支撑。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 introduction of initial trust can increase the explanatory power of the model.Secondly,initial trust is a significant mediator of PEOU and behavior 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.

关 键 词：初始信任 互联网理财 使用意愿 中介效应 调节效应 

分 类 号：F724.6[经济管理—产业经济] F832.2[社会学] C913.14