A Study On The Factors Affecting The Investment Behavior Of Chinese Family Financial Assets

Household financial investments are considered mainly influenced by three aspects. First, they are the head of household age, education, career and other demographic characteristics. Second, family-owned real estate is the most important factor. Third, it’s the family total assets. Therefore, this paper selects China Household Finance survey data, uses empirical method Probit and Tobit model, to initiate a comprehensive study on the influence factors assume verified. Combining the research conclusions and personal finance market, the paper gives the family with different stations some financial advice.First, this paper divides3734samples into groups with age, education, career, risk preference and wealth for statistical observation, and then research the impact of these five areas description of the status quo analysis.Secondly, this paper studies participation rate of family risk finance investment by using Probit, Tobit model. The research explores the impact of real estate, especially in the two sets and more than real estate, to family risk finance investment, and total household assets of its risky finance investments.Again, this paper explores how families invest in risk financial market, if these various finance products impact on the participation rate and the proportion of stock investment analysis.Finally, this paper uses the foregoing conclusions, classifies families with the level of wealth and estate, supports personal financial advice for different backgrounds families and optimizes the path of household financial investment and feasible recommendations.The research results are:First, we divide all real estate and more than one real estate into two different variables, intends to explore the impacts of other real estate, particularly to verify the two sets and more than real estate family risk financial investment. Combining with current risk financial investment products status quo, this paper verifies the involvement and investment of funds, insurance, bank financial products, trust, foreign exchange, and gold investment. And it explores how that risk financial products influence the stock; and supports families plan their personal financial differentiated recommendations to optimize the structure of financial investments.