Research On The Protection Of Internet Finance Consumers' Rights And Interests From The Perspective Of Behavioral Finance

The emergence of Internet finance,launched many new Internet financial products and services,because Internet finance has the features of virtual and highly technologic,some of the basic rights of Internet financial consumers are at risk,the protection of rights and interests will also face new challenges.This article begins from the perspective of behavioral finance,by analyzing the current status and existing problems of China's Internet financial consumer protection,and the research on the Internet financial consumer behavior characteristics,analyzing the causes of the problem from the perspective of characteristics of market behavior,and gives specific policy suggestions.This paper begins mainly from the following parts.First of all,using the method of theoretical analysis to define the 's legal status of the Internet financial consumers,then analyzing the specialty of the concept and scope of the subject of Internet finance consumers,then discussing the particularity of Internet finance to insure the importance of the protection of Internet finance consumers;secondly,from the aspects of the main behavior characteristics of market participants,especially the behavior of Internet finance consumers,carrying out the survey,and analyzing the causes of the existing problems from the angle of behavior characters,and provide empirical support for Internet financial consumer protection;finally,and giving some feasible policy suggestions from 3 aspects,the suppliers,the demanders,and the regulator,according to the situation of our country and the existing problems.