Analysis On The Influencing Factors Of The Investment Intention Of High Net Worth Individuals

Traditional finance believes that investors are completely rational, the financial market is effective. Behavioral finance believes that in the truth the investors are limitedly rational, both of the rational investment behavior and irrational investment behavior have an impact on the market. More and more attention has been paid to the study of investor behavior. Most of the previous studies on the behavior of investors focus on the analysis of the object of the study, few investors are concerned about the psychological factors and decision-making process. This study choose 1000 high net worth investors in Beijing area as the object of study, and collect the statistics from questionnaires and the interview data to establish the model of factors affecting the investment intention of high net worth individuals in Beijing and analysis the level of their investment intention.Research results show that the high net worth investors in Beijing area have a more positive attitude on investment in equity funds. Those with investment experience have a more positive attitude on investment in equity funds. In general, female investors'intentions are higher than the male ones.40-45 years old investors' investment intentions are the highest. Real estate investors'investment intentions are higher than other industries.Investors'psychological variables are significantly correlated with investment intentions. The research shows that investors'will and determination is the most important factor, and it is a direct impact on the investment intention. Investors' perception of financial markets, the cognitive level of fund investors, and the personality traits of investors are the effects on the investment intentions through the will and determination of investors. The perception of the financial market of the investors and investors'cognitive level are obviously related to therir investment intentions. Investors with a high level of risk appetite or strong curiosity,the confident ones, investors with a good memory of investment, and those who performs carefully and meticulously have higher investment intentions.This study introduces the theory of behavioral finance to research investors' behavior through in-depth study of high net investors and a kind of investment tools, and gets the factors and paths of investment decision-making. With the help of research results, investors can understand and guide their investment behavior and market regulators can carry out more effective investor education, strengthen investor management and market supervision.