Research On Intentions Of Household Investment In Internet Financial Products

Since 2003,the development of the Internet financial market has gradually matured,and it has occupied a stable share of the financial wealth products market.On February 3,2018,the “Internet Financial Index Report” issued jointly by the National Finance and Development Laboratory and Tencent,pointed out that It is expected that by the end of 2018,the scale of funds for Internet banking in China will reach 5.36 trillion yuan,and by 2020 it will reach 15.5 trillion yuan.It can be seen that Internet wealth products will become the main financial products method for China's investor wealth products methods,and the domestic financial wealth products market is developing toward high-end and intelligent information technology.Compared with traditional wealth products products,Internet wealth products products have the advantages of high efficiency,easy operation,and low time cost.These advantages enable the Internet's wealth products products to largely satisfy people's income diversification and diversified living conditions.Under the investment demand,and then to form a free flow of the most free asset portfolio.However,it is worth noting that there are certain risks in purchasing Internet wealth products products.Investors will consider the risks that the investment may have when they make investment decisions,and they will maintain a cautious,cautious attitude to a large extent.Therefore,the study analyzes the main consumer groups in the Internet product market,the household's perception of the current Internet products,their needs,and the influencing factors in the investment decision-making process,and the development of the Internet wealth products product market,and the effectiveness of the household in the context of increasing income.Financial solutions are particularly important.The paper is based on the research and interpretation of related literature on internet financial products at home and abroad.Based on behavioral finance theory,technology acceptance model,and innovation diffusion theory related finance,it analyzes the development status of internet wealth management products in China,and analyzes financial literacy and investment expectations.,perceived usefulness,perceived risk,perceived ease of use,innovative investment,perceived behavioral control,time cost,and other factors that affect the household's decision to invest in internet financial products,and use it as an independent variable,the willingness to invest.The variables,using correlation analysis and binary logistic regression methods,using questionnaire survey data,empirically studied the influencing factors of the household's willingness to invest in internet wealth management products.Combining the current financial and economic development status of China and the characteristics of household income,the Internet was proposed to promote the Internet.The standardized development of the wealth management product market,and the measures and suggestions for rationally and effectively improving the household residents' willingness to invest.The empirical conclusion of this paper is: perception risk and financial literacy have a significant negative effect on the willingness of investors to invest in internet wealth products products;low time costs,investment expectations,and perceived usefulness have a positive effect on household investment internet wealth products products.Significant influence;Perceived behavioral control has a positive influence on the first investment willingness of household investment.Based on empirical analysis conclusions,from the perspective of household investors,suggestions are made from the following three aspects: First,create flexible financial products methods,reduce investment time costs,and improve investment expectations and perceived usefulness.Second,promote diversified products with innovative characteristics and improve the innovative investment of household investors.3.Strict implementation of new regulatory regulations to reduce risks,create a good investment environment for investment products,and enhance investment trust.