Exploring consumers' use behavior on internet finance in China: From the perspective of the financial products similar to Yu'e Bao

The purpose of this paper is to explore the key factors affecting consumer's use behavior on financial products similar to Yu'e Bao. Considering the financial market and policy environment in China, theoretical model is founded based on extending Unified Theory of Acceptance and Use of Technology (UTAUT) and the hypotheses are put forward. Then, to test the model and hypotheses, 199 valid data is collected by online survey and analyzed with the help of software SPSS 19.0 and AMOS 17.0. The results show that performance expectancy, social influence, trust, government e-readiness and facilitating conditions have positive effects on user's usage intention towards financial products similar to Yu'e Bao. Then the corresponding countermeasures and advices are put forward. The findings will not only help Chinese internet financial companies to improve their service, but also provide specific directions to regularize the industry of internet finance in China.