Investigation On Influencing Factors Of "Fixed Income+" Product Purchase Intention Of College Students In Harbin

Since the reform and opening up in 1978,China's economy has grown rapidly,and China's GDP even exceeded 100 trillion in 2021.In recent years,with the national economic growth and the implementation of the common prosperity plan,the per capita disposable income of Chinese residents has increased year by year since 2017,reaching 35100 yuan in 2021,and the family disposable income has also increased year by year.In this context,the disposable funds of college students have also increased.From the average monthly living expenses of college students in 2008 was only 498 yuan to 1954 yuan in 2021,Chinese scholars began to pay more attention to the investment and financial management of idle funds and the related research of College Students' investment and financial management.As the capital city of Heilongjiang Province,Harbin has 51 colleges and universities with more than 610000 students.Therefore,taking Harbin college students as the survey object,this paper studies the purchase intention and its influencing factors of "fixed income+" products,focusing on the main influencing factors of the change of College Students' purchase intention and the difference of purchase intention of college students with different characteristics,so as to provide new ideas for financial institutions to design financial products,Enrich the research on College Students' purchase intention.In order to study the influencing factors of College Students' purchase intention of "fixed income+" products in Harbin,based on the research of domestic and foreign scholars and relevant literature,this paper first expounds the related concepts of "fixed income+" products and purchase intention of Internet Fund financial products,and analyzes the development status.On this basis,the theoretical analysis of College Students' purchase intention in Harbin is carried out,the research hypotheses are put forward,the 335 questionnaires collected are statistically analyzed,and the research model based on Technology Acceptance Model and planned behavior theory is constructed for empirical research.The empirical results show that behavior attitude has a positive impact on purchase intention,subjective norms as an intermediary variable affect the negative relationship between perceived risk and purchase intention and perceived value has a significant positive impact on purchase intention.In addition,it verifies the differences of purchase intention of "fixed income+" products among college students of different genders,majors and educational backgrounds in Harbin.According to the research results,this paper puts forward relevant countermeasures and suggestions to help financial institutions understand the financial willingness and preference of contemporary college students,help financial institutions design financial products required by college students and broaden the product market.