Study On Purchase Intention Of The Internet Financial Product

With the development of information technology, e-commerce and online communities emerge as the times require, all kinds of business model which led by the Internet are quietly changing people’s lifestyle. Further and deepening application of the network makes the Internet into every industry, and has brought a revolutionary change to the people’s life. In recent years, Internet has handed with traditional finance, a new financial model – Internet of Finance – emerged as the times require. The Internet of finance birth and make rapid development in the wave of the technology. Nowadays, Internet financial products continue to emerge, making the competition has become increasingly intensified in internet financial industry, even in traditional financial industry. In the face of the fierce market competition, how to truly understand consumer needs, targeted strategy to foster the competitiveness of financial products of internet use, and thus more effectively influence consumer purchase intention, promote consumer purchase is very worthy of study and exploration. Although domestic and foreign scholars have made some valuable exploration on Internet financial products from the influence, on traditional financial business model innovation, risk and supervision angle, but the research on Internet financial products purchasing behavior is more descriptive analysis, theoretical perspective is also not clear enough, and the empirical research on Internet financial products to buy intention is few. Therefore, in order to make the academia and practitioners better understand the constitution and the importance degree of the factors of Internet financial product purchase intention, the paper which based on the determination of the Internet financial product purchase influence factors, use RBF neural network evaluation method to simulate various factors on consumer purchase intention,and according to the empirical results of the Internet financial products, put forward relevant competitiveness rationalization proposals.Specifically, the main contents of this research are as follows: Chapter One introduces the related theories on Internet of finance and puts forward the research subject of this paper, points out the significance and purpose of this research, and introduces the research method and innovative points. Chapter Two summaries related theory including literature on internet banking, purchase intention, RBF neural network. Chapter Three makes a detailed description of the theory in this paper, the research methods, the design of questionnaire, the collation of data, and the questionnaire sample descriptive statistics analysis, and then draw the questionnaire sampling effect. Chapter Four Selects the factor analysis and reliability and validity testing method to test the validity of data, considering the relation between each factor, and then verify the validity of the proposed factors. Chapter Five simulates the Internet financial products purchase process based on RBF neural network, get the importance of each variable ordering for the Internet. So as to enhance the financial competition of enterprise, the paper put forward reasonable suggestions of marketing. Chapter Six put forward the summary and prospects.