In view of the rapid development of the Internet micro-credit loans platform, led by Ant Cash Now, this paper proposes a new theoretical model to explain the factors that influence user's intention to use Ant Cash Now, discusses the main factors affecting users' willingness using Ant Cash Now, which provide reference and theoretical basis for the future development of Internet micro-credit loans platform.The empirical analysis is conducted with the structural equation model,and the results show that perceived usefulness, trust and subjective norms have positive impact on the attitude of the Ant Cash Now. Perceived ease of use and perceived risk have no significant influence on the usage attitude of Ant Cash Now. The perceived behavior control has a positive impact on the usage intention of Ant Cash Now platform, however, the subjective norm, perceived usefulness and perceived risk have no significant effect on the usage intention of Ant Cash Now. Based on the analysis results, the author put forward corresponding suggestions for Internet microcredit loans platform, users and government departments.
WU Liang, ZHU Xiao-Dong. Empirical Study on the Factors Influencing Alipay Users Intention of Ant Cash Now[J]. Journal of Chongqing Technology and Business University(Natural Science Edition）,2019,36(5):89-96