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Consumer use intention of online financial products: the Yuebao example

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Listed:
  • Huosong Xia

    (Wuhan Textile University)

  • Zhe Hou

    (Wuhan Textile University)

Abstract

Drawing on a valence framework and innovation diffusion theory, this study examines Yuebao deployment to model consumers’ intention to use financial products offered online. We collect data via an online survey among a young age bracket and use a VisualPLS graphic interface to test our model. The results indicate that first, compatibility and advantages in relative utility significantly enhance consumers’ use intentions and that ease of use has an indirect influence. Second, the negative utility of perceived risk no longer significantly affects intention to use. This mainly lies in consumers’ perceived risk focused on the security of online financial products, which has become a part of all online transactions. Third, trust indirectly affects intention to use by influencing utility.

Suggested Citation

  • Huosong Xia & Zhe Hou, 2016. "Consumer use intention of online financial products: the Yuebao example," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 2(1), pages 1-12, December.
    • Handle: RePEc:spr:fininn:v:2:y:2016:i:1:d:10.1186_s40854-016-0041-x
    DOI: 10.1186/s40854-016-0041-x
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    References listed on IDEAS

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    Cited by:

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    3. Yinhong Yao & Jianping Li, 2022. "Operational risk assessment of third-party payment platforms: a case study of China," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 8(1), pages 1-20, December.
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    5. Xiao Qian Wu & Ching Seng Yap & Poh Ling Ho, 2022. "Use of Digital Finance Platforms for Personal Finance Management in Rural China: Antecedents and Consequences," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 20(1), pages 1-22, January.

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