中文摘要：

以余额宝理财为代表的网上理财现象在国内金融界产生较大影响。以余额宝这一网络理财平台为例,使用结构方程模型的方法实证研究网络口碑对网上理财行为意向的影响。结果显示,余额宝网络口碑对余额宝的采纳意向产生正向显著影响;支付宝网络口碑对余额宝采纳意向的影响并不显著;支付宝网络口碑显著影响了余额宝网络口碑;支付宝网络口碑通过感知有用性间接影响了余额宝的采纳意向;感知易用性对余额宝采纳意向的影响不显著。

英文摘要：

In , providing services based on online platform becomes widespread, and electronic word-of-mouth （EWOM） of online platform can affect consumer behavior adoption decisions.This paper uses structural equation modeling to study the above-mentioned question utilizing the example of Yu Ebao which is an online banking platform. The results show that EWOM of Yu Ebao has positive significant effect on its adoption; EWOM of Alipay to Yu Ebao adoption intention is not significant; EWOM of Alipay significantly affects the EWOM of Yu Ebao; EWOM of Alipay indirectly affects Yu Ebao adoption intention through perceived usefulness; perceived ease of use to Yu Ebao adoption intention is not significant.