A Research On The Influence Of Online Public Opinion On Investment Intention In Online Financial Products

Internet subverts traditional financial industry,and internet finance appeared as new financial phenomena.At the same time,a lot of different internet finance patterns are derived.The way of information transmission is also being changed and information spreads in explosive growth through new channels and mechanisms of interpersonal relationship.Public opinion information is received by a wider range of investors,not only individual investors willingness to invest network financial platform products are affected,but also is the stability of financial markets.The main purpose of this paper is to study the influence of public opinion information on the investment intention of online financial platform products.Firstly,the factors that affect the investment intention of the products of online financial platform are summarized based on the literature review and related website data analysis.Then,the feasibility of the research was verified by the questionnaire data,and the factors affecting the investment intention of individual investors were extracted.Finally,through the establishment of model,it is concluded that negative public opinion information has significant and negative effect on online financial products investment intention,positive and neutral public opinion information affects investment intention positively and significantly;system trust has a positive moderating effect on public opinion information,negative and positive public opinion information lag variables significantly affect online financial products investment intention,neutral public online opinion lag variables has no significant effect on investment intention;System trust only has a significant moderating effect on the lagging variables of negative public opinion information.The research results are summarized and suggestions for the government and its regulators,online financial platforms,individual investors and the use of public opinion information are put forward.At the end of this paper,the deficiency and prospect of the research are presented.