The Perceived Risk And Investment Behavior Of The Bao Class Fund

Based on the previous research results and research methods,combined with the characteristics of the Bao class fund products,this paper has analyzed the relationship between the perceived risk and investment intention,as well as investment behavior.Based on the technology acceptance model,the theory of planned behavior and perceived risk theory,this thesis has combine and adjust the theoretical model,forming a model of investment intention and behavior of Bao class fund,and carry out the research.In this thesis,through the analysis of the model as well as the data,we can draw the following conclusions:(1)In all kinds of perceived risks,investors' risk perception based on their own psychological and financial gains and losses is greater than the risk perception of technical operation and function based on investment products.(2)Male investors' perception of risk is higher than female;Bao class fund investors are mainly young people aged 18-25 years,the perception of risk of different age groups have no significant differents;The investors of lower education have a higher level of risk-perception;Compared to high income groups,low income groups are more sensitive to perceived risk;Funds class fund investors have a stronger perceived risk and which strongly offsets the investment intentions,and other factors have little difference.(3)Perceived behavioral ability plays a significant role in the effect of perceived risk on investment intention and investment behavior.For the results of the empirical analysis,we give some reasonable explanations and suggestions on the level of design,marketing as well as management of the Bao class fund: Disclose corporate information to consumers as much as possible;Provide products and service that is of good quality;Establish brand image and cultivate customer loyalty;Devide market accurately and differentiate marketing.