| In recent years,the rapid development of Internet finance,with its high yield and low threshold by many investors sought after.These investors are mostly non-institutional investors and don not have risk identification ability because of short time and low maturity of the market development.Because of the lag and lack of regulatory policies,resulting in the Internet finance business failures and carrying money to escape.It is not only harmful to the healthy development of the industry,but also easily lead to systemic risk caused social unrest.This paper explores the factors that influence investors on the risk perception,and finds out the factors that have the greatest impact on investor risk perception.Authorput forward reasonable proposals to investors,regulators and the internet finance based on the results.The author studies risk perception theory,and obtains the influencing factors of financial products according to previous scholars' research.Author design the risk perception measurement model according to the characteristics of Internet and with the relevant practitioners in-depth interviews.Finally,the model is modified by empirical analysis.The paper uses well-designed questionnaires to obtain first-hand research data through surveys in a wider area.The conclusion of the paper is that marketing promotion means is the most able to reduce the risk of investor risk perception,while the effect of other dimensions like sales platform,financial product features and internal risk control measures is not good.At the same time,through the analysis of the distribution characteristics of the survey data,the paper puts forward three distance fectors that affect the investors.The results of the data analysis show that both the investors and the enterprises are still in the naive stage,combined with the current regulatory difficulties,the author believes that Internet finance should slow down the pace of development,and to pay attention to the risk of investor education. |
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