Analysis On The Behavioral Characteristics And Influencing Factors Of College Students’ Investment And Financial Management

For the special group of college students,it has long been an important topic to study the characteristics of financial management.This article intends to investigate the individual differences of the surveyed.On the one hand,it explores the factors that affect financial management behaviors among college students.On the other hand,it investigates the allocation of assets in personal financial products to study the factors that affect the university’s physical and financial risk preferences.At present most of them are on the study of factors affecting college students’financial behavior is just focus on the basic features of college students and the status of the family and school,and for college students,this group when individuals of different risk preference in financing the influence factors of thorough research.Different from this,on the one hand,this paper introduces SOR theory in educational psychology for the first time.Define the change of individual’s psychological consumption outlook and money outlook generated by the external marketing environment as marketing sensitivity,and further study the influence of marketing sensitivity on college students’ financial management behavior and risk preference;The influencing factors of different risk preferences of financial college students have also been studied in depth.Based on stratified sampling and random sampling,this paper conducts an online questionnaire survey on college students’ financial management and risk preference in Beijing.According to the survey results,it analyzes the basic characteristics of college students’ financial management and their risk preferences,and then establishes a dual choice model to study the factors that affect college physical and financial behavior and risk preferences.It also gives countermeasures and suggestions for the related problems.The results show that:for college students’ finance behavior,age,degree,monthly discretionary funds,family financial activities,the number of relatives and friends around,marketing sensitivity have an obvious influence on college students’and finance behavior.In addition,for the risk preference of college students in finance,age,degree,the number of relatives and friends around,the duration of financing,marketing sensitivity have a significant impact on the risk preference of college students in financial management.