Study on the Purchase Intention and Influencing Factors of Internet Financial Products

Abstract

With the rapid advancement of Internet finance, understanding the factors influencing consumers’ purchase intentions for financial products has become a critical area of focus for both academia and industry. This study investigates the key factors influencing consumers’ adoption of Internet financial products using a questionnaire survey. Data from 158 valid responses were analyzed through a structural equation model (SEM) to examine the relationships among perceived ease of use, perceived usefulness, usage attitudes, subjective norms, and usage behavior. The findings reveal the following: perceived ease of use significantly enhances perceived usefulness; both perceived ease of use and perceived usefulness positively influence usage attitudes; and perceived usefulness also exerts a significant positive impact on usage behavior. Additionally, subjective norms were found to significantly affect usage behavior. Importantly, usage attitudes mediate the relationships between perceived ease of use, perceived usefulness, and usage behavior. This study provides theoretical insights and practical recommendations for improving and promoting Internet financial products. It provides valuable reference for businesses to design marketable Internet financial products.