Study On The Influence Factors Of Internet Financial Product Selection Of Investors

The Internet finance is an emerging in the field of traditional financial industry and the combination of the spirit of the internet. The Internet finance has become one of the hottest topics today. Each big internet firms have followed into the financial industry. There is a variety of Internet financial products are getting more and more attention.The current research on Internet financial is only some scattered pattern analysis, the lack of research of the whole system, especially not much research on Internet financial management products. In this context, this study focus in the field of Internet finance, the study on the relationship between the investors to choose the key influence factors of Internet financial products and between the factors.In this paper, through the research on domestic and foreign about internet financial literature study, found the Internet financial products in this blank field. In this study, the technology acceptance model (TAM) and the theory of investment behavior of investors based on technology acceptance model, add behavior Intention, attitude of Individuals, perceived Useful, perceived ease of use, perceived risk, investment threshold, expected return, redemption funds rate, product awareness as independent variables, the theoretical model and research hypotheses to construct of this research, research of investors to choose the factors of the Internet financial management products.The study of a large number of data samples by descriptive statistical analysis, and then use the Amos software, using structural equation modeling (SEM) method was used to analyze the data and test, and the model is modified, the modified model finally, through the empirical data analysis, the influence of different factors on the impact of investors use attitude and purchase the intention of the relationship. The results of the study found that, attitude of Individuals, perceived Useful, perceived easy of use, expected return, redemption funds rate, will be positive influence investors choose the Internet financial products; perceived risk and investment threshold will be negative impact of Internet financial management products.Finally, based on the conclusion of the study, combined with the present development of Internet in China finance, provide design and marketing products and puts forward relevant suggestions.