Investigation of consumer purchasing motivations and transaction intentions regarding internet financial products in China

Pao Yue-kong Library Electronic Theses Database

Investigation of consumer purchasing motivations and transaction intentions regarding internet financial products in China


Author: Zhong, Meiyuan
Title: Investigation of consumer purchasing motivations and transaction intentions regarding internet financial products in China
Degree: M.Sc.
Year: 2015
Subject: Stocks -- China
Stock exchanges -- China
Consumer behavior -- China
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Computing
Pages: x, 99 leaves : illustrations ; 30 cm
Language: English
InnoPac Record:
Abstract: Online financing platforms have been growing dramatically in China these few years, and traditional banks are facing the challenges of new generation of popular investment products. Three E-commerce giants such as Alibaba, Tencent and Baidu have outstanding performances on this platform. They will offer high yields on their investment products than the annual deposit rate from banks. Beside, their products are accessible through smart phones and other mobile devices. So far, the financing platform also has a satisfactory credit records to its traders and investors. Moreover, P2P (peer to peer) is becoming increasingly popular among Chinese people. Actually, it was done through Internet to lend money to people who are unrelated. In addition, Yu'ebao, China's first fund investment platform for online consumers was developed under Alibaba on 2013, June 13rd. The value of investment reached six billion yuan in two weeks. Most Chinese consumers are not willing to manage their money in the Cyber Banks. However, the Internet financing platform can help those customers to manage their accounts more easily, which bringing the challenges to the traditional financial sectors. Compared to traditional banking, the Internet financing is more risky, many customers believe the risk is acceptable regarding to the return rate and the liquidity of the Internet financial products. As a matter of fact, online financing platform is developing very rapidly in China market, we can see the great potential of Internet financial products to increase in the future. Therefore, it is crucial and essential to discover the determinants of transaction behaviors and intentions on Internet finance.
The study aims to build up a model in order to explain Chinese consumer's online financing motivation. Thereby, this study focuses on the determinants on Chinese consumer's intention to transact online financial products. This research adopts online questionnaire to collect data for analysis. In this investigation, the target respondents are Chinese citizens from major cities. We adopt Structural equations modelling (SEM) to analyze our research data and to test the proposed hypotheses. The findings verify the proposed hypotheses that external variables can affect consumer's intentions to transact online financing products. The empirical results indicate that attitudes, perceived usefulness, perceived ease of use and behavioral intention contribute to predicting intentions and actual use to online financing products. The research is concerning testing and interpreting a theoretical model of consumer behavior that can be utilized in future research. Moreover, the correspondent recommendations will be given after the summary of the findings in the last and final chapter.

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