Study On The Investment Intention Of The Internet Financial Product Under The Influence Of Social Information

With the rapid development of China economy, people's disposable income is rising, and their demand for investment banking is becoming stronger. At the same time, the traditional way of financial management already can't satisfy the demand of the long tail crowd. However, along with the Internet technology and information technology becoming mature, many traditional industries and fields have been infiltrated by the Internet gradually and the efficiency has been improved to a great extent, such as the rising of e-commerce. Internet financial product is a combination of "the Internet plus" and traditional financial product, which is a great innovation in financial field, and makes up for some defects of the traditional financial products, such as the limits of physical outlets, investment threshold, financial communication, etc. it meets the financial needs of the long tail crowd well.However, the Internet financial are still at the initial stage of development in our country, financial consumers can't understand the Internet financial products well. People are early adopters toward Internet financing products and the habits of financial management have not been really changed. How to help consumers make better perception and decisions towards Internet financial products, to attract more consumers and foster their stickiness and financial habits are the key problems to Internet financial practitioners and scholars. Therefore, study the influence factors and action mechanism in the process of financial consumer perception and decision making has important significance in the academic circles and the industry.Compared with traditional financial products, the Internet financial products display more information, including the basic information of the products and a lot of social information, such as the product reviews, like, recommend, purchase records, etc. Along with the social media becoming more and more important in people's lives, more and more people affected by the social information. Then, whether the financial consumers'cognitive and decision can be affected by social information? To answer the question, we reviewed the related financial decision-making theory, behavioral finance theory, consumer psychology and the market science theory, combining with financial knowledge of consumer and social information, built a financial consumers' cognitive and decision making model from the perspective of social influence. We designed an experiment and questionnaire to collect data, and the result shows that:(1) Social information has a significant influence on consumer financial decision making. Including negative influence on perceived risk, positive influence on trust and purchase intention.(2) Financial consumer perceived risk, trust and the intention to investment of internet financial products have some strong correlation.(3) The financial knowledge of consumer have a significant modulation effect on the relation of social information and the perceived risk and trust.