INNOVATION ANALYSIS AND RESEARCH ON THE MODE OF KOL LIVE COMMERCE

ABSTRACT

CHINA’S ECONOMY HAS ENTERED A CRITICAL PERIOD OF STRUCTURAL ADJUSTMENT. THE DEVELOPING GREEN INDUSTRIES AND THE TRANSFORMING TRADITIONAL INDUSTRIES HAVE INCREASING DEMAND FOR FINANCE, MAKING ""GREEN FINANCE"" INCREASINGLY ESSENTIAL. WHILE CHINA'S GREEN FINANCE IS IN THE DEVELOPMENT STAGE, SOME NEWLY DEVELOPED ZONES SERVE AS PILOTS FOR THE LAUNCH OF GREEN FINANCIAL PRODUCTS. AN EXAMPLE IS TONGZHOU DISTRICT OF BEIJING, WHICH AIMS TO EXPAND BEIJING’S SPACE, PROMOTE THE COORDINATED DEVELOPMENT OF BEIJING-TIANJIN-HEBEI, AND EXPLORE THE OPTIMAL DEVELOPMENT MODE OF THE DENSELY POPULATED ECONOMIC AREAS. THIS THESIS AIMS TO STUDY CONSUMER ACCEPTANCE OF GREEN FINANCIAL TECHNOLOGY (FINTECH) IN THE CASE OF TONGZHOU DISTRICT. THIS THESIS EXTENDED THE COMMONLY APPLIED THEORETICAL MODEL FOR THE PROBLEM OF STUDY, THE ENERGY AUGMENTED TECHNOLOGY ACCEPTANCE MODEL (EA-TAM), TO ANALYZE THE IMPACTS OF PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, ATTITUDE TOWARD USE, INTENTION, USAGE INTENTION, ENVIRONMENTAL AWARENESS, AND GREEN KNOWLEDGE ON THE ACCEPTANCE OF GREEN FINTECH IN TONGZHOU DISTRICT. THE SURVEY COLLECTED 403 VALID RESPONSES FROM PEOPLE THAT HAD BEEN ACTIVE IN TONGZHOU DISTRICT. THE QUANTITATIVE ANALYSIS IS BASED ON STRUCTURAL EQUATION MODELING TECHNIQUES, INCLUDING RELIABILITY ANALYSIS, VALIDITY ANALYSIS, STANDARD METHOD DEVIATION TEST, AND HYPOTHESIS TESTING. THE ANALYTICAL RESULTS SHOW THAT ALL THE HYPOTHESIZED FACTORS ARE SIGNIFICANT. IN ADDITION, THE SAMPLE IS DIVIDED INTO DIFFERENT GENDER GROUPS AND EDUCATION GROUPS, SO THAT THE IMPACTS OF THE SOCIO-DEMOGRAPHIC CHARACTERISTICS CAN BE EXPLORED. MALES’ ENVIRONMENTAL AWARENESS AND GREEN KNOWLEDGE ARE INSIGNIFICANT IN DETERMINING THEIR ACCEPTANCE OF GREEN FINTECH. THE LOW-EDUCATED GROUP’S ACCEPTANCE OF GREEN FINTECH DOES NOT SIGNIFICANTLY DEPEND ON ENVIRONMENTAL AWARENESS AND PERCEIVED USEFULNESS