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新兴的互联网金融为金融消费者提供了一条与传统银行相异的金融服务购买渠道,推动了金融消费者从传统银行业中的分流趋势。本研究关注消费者购买金融服务的渠道从传统银行业转向互联网金融这一渠道迁徙过程,基于迁徙理论、创新扩散与抵制理论提出并检验了影响金融消费者渠道迁徙的两大机制:锁定效应及驱动效应。对414名金融消费者的问卷调查结果表明:(1)现状满意是锁定效应中的中介变量;(2)创新准备是驱动效应中的中介变量;(3)金融消费者对互联网金融的创新风险感知直接正向影响其拒绝迁徙行为。这一研究结论丰富了渠道迁徙的相关理论,并对传统银行业和互联网金融业都有一定的借鉴意义。
Emerging Internet finance provides financial consumers with a different financing service purchase channel from that of traditional banks and promotes the diversion of financial consumers from traditional banking. This study focuses on the process of migration from traditional banking to Internet finance. Based on the theory of migration, the theory of innovation diffusion and boycott, this study proposes and tests two major mechanisms that affect the migration of financial consumers: the locking effect and Drive effect. The questionnaire survey of 414 financial consumers shows that: (1) satisfaction with the status quo is an intermediary variable in the lock-in effect; (2) innovation preparation is an intermediary variable in the driving effect; (3) financial consumers’ innovative risk to Internet finance Perception directly affects its refusal to migrate. The conclusion of this study enriches the related theory of channel migration and has some reference to traditional banking and Internet finance.