At present, the platform of the Internet financial model had the biggest impact on economy and finance. Based on the Yu ebao, Combined with the sensing platform characteristics, consumer characteristics, product characteristics, diffusion channels, perceived risk and TAM, to establish the internet financial products diffusion model of influencing factors. The results showed that sensing platform characteristics, consumer characteristics and product characteristics had a significant positive effect on perceived usefulness and perceived ease of use. Perceived usefulness, perceived ease of use, diffusion channels and perceived risk had a significant impact on consumer attitude.