Research on the Influencing Factors of Internet Finance User Acceptance

-- Taking Digital RMB as an Example

Abstract

Taking digital RMB users as an example, this study utilizes questionnaire surveys and statistical analysis methods to explore the key factors affecting the acceptance of Internet finance users and their mechanisms of action. The study constructs a conceptual model combining the technology acceptance model and the theory of planned behavior, and proposes that the variables of personal innovativeness, perceived usefulness, perceived ease of use, and sense of trust jointly influence users' acceptance of digital RMB. Based on the design of a scientific and reasonable questionnaire, descriptive statistics, correlation analysis, regression analysis and other methods were used to process the collected data. The results of the study show that personal innovativeness has a significant positive effect on users' willingness to accept digital RMB. Perceived usefulness and perceived ease of use indirectly affect willingness to use by influencing users' cognitive attitudes. Sense of trust also positively contributes to acceptance. The policy recommendations proposed in this study focus on popularization and education, scenario application, security publicity, and differentiation strategies, with the aim of eliminating public doubts, enhancing perceived usefulness and ease of use, and fostering good attitudes, in order to promote the widespread acceptance and use of digital RMB.