Influencing Factors Research On Investment Behavior Of Internet Financial Products

Internet finance emerged with the integration of Internet technology and the financial sectorand becamethe focus of the market,attracting the attention of many enterprises.Financial market of China needs financial innovation to break the strict supervision and the higheraccess,sotherise of Internet finance is the inevitable trend of economic development.The Yu E Bao jointlybuild by Alibaba and Tianhong Fund brought financial benefits to low net long tail crowd.since people begin to address the advantages of the Internet financial managementand change the way of financial planing,Internet financial managementproductsare becoming the new darling of consumer.In the context of the diversification of financial management,the urgent need for financial management and the intensification of financial market competition,The survival and development of Internet financialmanagement products depends on whether it can meet the needs of consumer.The exploring of the financial behavior of consumers from the perspective of the financial product's characteristics and the consumers themselves will provide referencein product design and marketing to the Internet financialenterprises.Therefore,the paper will focus on the analysis of influencing factors of consumer behavior of Internet financialmanagement products to provide marketing strategiesfor the Internet financial enterprises.First of all,this paper summarizes the development of Internet management financial products and the Yu E Bao,and then it analyzes the influencing factors of consumer behavior of Internet financial managementproducts.Based on the previous research review,the paperadds the individual characteristics,perceived risk,financial experience,social impact,product yield,product liquidity and financial starting point as variablesand put forward assumptions of ten variables of individual characteristics,perceived easy to use,perceived risk,social impact,financial experience,product yield,productliquidity,financial starting point,consumer attitudes and consumer behavior and build a theoretical model,Secondly,the paper does descriptive statistics analysis,reliability analysis and validity analysisfollowed by the data collected and makes an empirical analysis of the research hypothesis through the one-way analysis of variance and structural equation model to correct the established theoretical and obtainthe final consumption behavior model.Finally,the paper recommend marketing strategy for the Internet financialenterprises according to the development status of China's Internet financial managementproducts and the analyzing result.