Post-90s consumers' behaviour of mobile internet-based financial products in

• Main Author: Da Shen
• Publication Date: 2021
• Language: eng
• Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Download full: http://hdl.handle.net/10071/25064
• topic: Post-90s consumers; Internet financial products; WeChat wallet; Consumer behaviour; Behavioural intention; Consumidores nascidos Pós-90s; Produtos financeiros digitais; WeChat Wallet; Comportamento do consumidor; Intenção comportamental

The innovation of mobile Internet technology and the expansion of IT infrastructure boosted the rapid development of the Internet-based financial management industry, which is gradually raising importance in the Chinese financial system. Growing up with economic prosperity and advance in IT technology and exhibiting specific personality characteristics, the Chinese post-90s generation is expected to significantly shift the consumption landscape. Understanding their digital consuming behaviours can help the decision-making process in the Internet financial management industry. Therefore, this study intends to explore the factors influencing the purchasing behaviour of the Chinese post-90s generation in the context of the Internet financial management industry. Based on the relevant literature, this study developed a new conceptual model that includes the latent variables perceived usefulness, perceived ease of use, subjective norm, perceived risk (functional and emotional), trust and behavioural intention. This study targeted the WeChat Wallet as research context. Survey data was collected from a sample of 324 Chinese post-90s consumers in Beijing and the model was tested using Partial Least Squares Path Modelling. The results of this study revealed that all hypotheses are verified, and gender and enterprise scale and reputation are relevant model moderators. This study provides an in-depth understanding of the main determinants of the intention to use internet-based financial products. Moreover, the results of this study also offer managerial implications for the industry, the Government and the post-90 consumers.