摘要
我国银欧亿·体育（中国）有限公司传统业务的发展已经接近饱和，市场中的高净值消费者已经被瓜分完
毕，银行面向高净值消费者的柜台理财产品市场也随之达到饱和。另外，数量远远高
于高净值消费者的低净值消费者群体同样存在资产保值增值的需求，但是银行传统的
柜台理财产品由于购买门槛和赎回期限等问题无法满足低净值消费者群体的需求。随
着我国互联网金融的高速发展，互联网传播快和高覆盖的优势迅速让大量的低净值消
费者通过互联网金融实现了资产保值与增值的愿望，银行沉淀的低净值消费者资金迅
速被分流至互联网金融领域，银行如果不顺势推出基于互联网面向低净值消费者的理
财产品将会在市场竞争中处于下风。
本文在对我国互联网金融和银行理财产品发展现状基础上，分析了研究消费者行
为各种理论的优劣势，并最终选择技术接受模型来研究手机银行理财产品消费行为。
以技术接受模型为基础，综合投资者行为理论、创新扩散理论等理论，构建了符合手
机银行理财产品特点的模型。模型中，手机银行理财产品的感知特性包括感知易用性、
感知有用性和感知风险，其中感知易用性包括操作简便性和购买门槛等两个二级变量；
感知有用性包括感知收益和产品流动性等两个二级变量；感知风险包括本金损失风险
和个人隐私泄露风险等两个二级变量，主要中介变量为主观态度，被解释变量为消费
意愿。结合模型研究需要，本文设计了基于模型变量的调查问卷，并进行了问卷调查，
获得了 277个有效样本。数据分析的结果表明手机银行理财产品感知有用性对消费意
愿呈现正相关关系，主观态度对感知有用性和消费意愿存在中介效应；感知风险对消
费意愿呈现负相关关系，主观态度对感知风险和消费意愿存在中介效应；感知易用性
对主观态度呈现正相关关系，感知有用性对感知易用性和主观态度存在中介效应。依
据研究的结果，本文给出了以顾客导向打破传统理财观念，重视信息安全消费消费者
后顾之忧和合理控制财务风险等建议，为商业银行手机银行理财产品的设计提供了参
考。
关键词：互联网金融；手机银行理财产品；技术接受模型
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Abstract
The traditional business development of my country's banking industry is close to
saturation. The high-net-worth consumers in the market have been divided up, and the
bank's over-the-counter wealth management product market for high-net-worth consumers
has also reached saturation. In addition, the low-net-worth consumer group, which is much
larger than the high-net-worth consumers, also has the need to maintain and increase the
value of assets, but the traditional counter wealth management products of banks cannot
meet the needs of the low-net-worth consumer group due to the purchase threshold and
redemption period. . With the rapid development of Internet finance in my country, the
advantages of rapid Internet spread and high coverage have quickly enabled a large number
of low-net-worth consumers to realize their desire to preserve and increase asset value
through Internet finance. Low-net-worth consumer funds deposited by banks are quickly
diverted to the Internet In the financial sector, banks will be at a disadvantage in market
competition if they do not follow the trend to launch wealth management products based on
the Internet for low-net-worth consumers.
This article analyzes the advantages and disadvantages of various theories of consumer
behavior based on the development status of Internet finance and bank wealth management
products in my country, and finally chooses a technology acceptance model to study the
consumer behaviorof mobile banking wealthmanagement products. Basedon the
technology acceptance model, comprehensive investor behavior theory, innovation diffusion
theory and other theories, a model that meets the characteristics of mobile banking financial
products has been constructed. In the model, the perceived characteristics of mobile banking
wealth management products include perceived ease of use, perceived usefulness, and
perceived risk. Perceived ease of use includes two secondary variables such as ease of
operation and purchase threshold; perceived usefulness includes perceived benefits and
products Two secondary variables such as liquidity; Perceived risk includes two secondary
variables suchas principal loss riskand personal privacyleakage risk. Themain
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