Study On Factors Influencing The Investment Behavior On Internet Finance Products

In recent years,various "Internet +,consumption patterns have emerged one after another.From the rise of“baby”products to the emergence of emerging financial models such as P2P online lending,internet finance has brought new vitality and challenges to the entire financial community.With the intensified implementation of special rectification actions,regulatory policies have been gradually phased out,ending the barbaric growth of the Internet finance industry,and the overall environment and risk levels have improved.So,in the context of the new financial supervision,what are the factors affecting these Investors' purchases of internet financial products?How are these factors affected?This thesis first sorts out the literature on Investor behaviors of Internet finance at home and abroad,according to the characteristics of internet financial products,starting with two aspects of Investor behavior patterns and related influencing factors,analyzing and summarizing related documents,and then drawing the research of this paper.Combined with the relevant data collected by the questionnaire survey method,an empirical analysis was conducted.Through the test of empirical analysis,this thesis draws the following conclusions:(1)It is verified that the main factors influencing Investor investing behavior in the planning behavior model are the Investor's purchase intention and perceived behavioral control;the same time the test results also show that the planned behavior model Among them,the main factors influencing Investors' invest intention are behavioral attitudes,close body norms,and perceived behavioral control.Among them,behavioral attitudes have the strongest influence,and the main body norms are the weakest.Internet finance is a new thing and has the high value and high risk of financial products.Investors are generally more cautious and are more likely to believe people whom they are closer to.This point has a certain degree of particularity with respect to the ordinary Investor behavior of Internet products.(2)The main factors influencing the behavioral attitude were identified as perceived benefits,perceived property risks,perceived platform risks,perceived ease of use,and financial management knowledge.Everyone needs a process to accept internet financial products.The more easy-to-use products are,the more acceptable investors are.Although the Internet financial supervision has begun to take effect,the platform risk is still an important factor that restricts investor behavior.People with wealthy knowledge can better see the value of internet financial products.(3)Finding out that,between financial management knowledge and behavioral attitude,perceived interest and perceived property risk play an intermediary role.Family wealth plays a role in regulating the relationship between perceived benefits and perceived property risks and behavioral attitudes.Those who have more knowledge of financial management know more about the information on financial products in the market,and thus have a deeper understanding of the actual income situation,and at the same time,the perception of property risks will also decrease.Based on the research conclusion,this thesis puts forward the targeted countermeasures and Suggestions,mainly including(1)the Internet banking services should broaden the channels,using advanced technology improve investors willing to invest;(2)the regulatory authorities should standardize and rectify the Internet financial environment to reduce users' perceived property risks and perceived platform risks;(3)Internet financial management platforms should innovate profit models and product types to improve the perceived ease of use and perceived benefits of financial products.(4)investors should strengthen learning,improve financial management knowledge,invest cautiously and enhance perceived benefits.