互联网金融创新产品扩散机制研究.pdf

互联网金融创新产品扩散机制研究 Abstract On March 5, 2014, Premier Keqiang Li put forward that “we should promote the development of the Internet Finance in his government work report. The Internet Finance is based on Internet communication technology, combined with traditional financial services to produce a new financial system. Internet Finance extends the traditional financial transaction boundaries, inherited the spirit of Internet open, sharing, equality, democracy, freedom. It is an effective means to practice Inclusive Finance”. The year of 2013, is considered as the Internet Finance invasion year”, in 2014 the Financial Internet grow rapidly. Nowadays more and more people begin to concern of the development of Internet Finance, It also has become the hotspot in theory research. In this study, we based on previous study of Internet Finance, combined the theory of planned behavior and the model of task-technology fit, standing on the users perspective, and researched the diffusion mechanism of e-Financial Innovation between users. In order to get the results we are analyzed from two aspects: the e-Financial Innovation meeting users requirements and the technical features of the e-Financial Innovation. The main conclusions of this study are as follows: (1) In the aspect of technology, the e-Financial Innovation introduce of the social network and other network communication technology. It expanded the boundary of the financial