A Study On The Factors Affecting The Choice Of Financial Assets Of Urban Residents In Yangzhou City

Household finance as a new direction for the study of finance, has attracted many attentions of the academic circles in recent years. China household income growth also makes family gradually increase demand for financial assets investment, find out household financial portfolio investment behavior characteristic, help to financial institutions for family design match of financial products, promote the depth of the households in financial markets; At the same time, vigorously advocated in the country under the background of development of capital market, financial market scale rapid expansion in China, the household financial transactions are increasingly frequent, the stock market and other kinds of financial market volatility reflects the household investment behavior in financial market, but behind the law needs to be found. Finally, the household financial assets choice problem, also help the government to the top-level design, and it’s important to deepen the financial developmentThis research through the theoretical analysis, descriptive statistics analysis and regression analysis with the combination of research methods, focuses on the influence factors on the yangzhou urban households in financial markets and the impact of risk assets allocation. First of all, the choice of households, financial assets, assets, financial markets to participate in defining the concept, and expounds the related to this study’s theory of consumption, savings, life cycle hypothesis and modern portfolio theory and behavioral finance theory; Secondly, combining with the existing literature of carding and related theory analysis, summed up in this paper, we study the influence factors are:age, education level, family income, property, proprietary business risks of financial knowledge, attitude, social interaction, trust, investors expect, investor sentiment, participate in inertia, investment experience; Again, designed the questionnaire to collect yangzhou urban households, financial assets choice of micro data to yangzhou urban households financial portfolio composition and distribution of descriptive statistical analysis, through the binomial logistic regression analysis to participate in the influence of various factors on the household financial markets, through analysis of various factors on the tobit model the influence of household risk asset allocation, and further the social interaction level subdivision sample confirmed the influence of the risk attitude of household financial market participation, and robustness test for regression analysis; Finally, according to the result of empirical analysis in this paper, the research conclusion, put forward the corresponding countermeasures and Suggestions.This paper is to research the main conclusion is:(1) the yangzhou city high income families in financial market, the stock market more actively; (2) has its own housing or engaging in individual industrial and commercial urban households, the possibility of the participation in financial markets and risk assets allocation is lower; (3) the yangzhou urban households in the possibility of a fixed cost into the financial markets is; (4) the investors’ expectations, the degree of trust, social interaction can effectively promote the family to participate in the financial markets, and invest more risky assets. On the basis of the above research conclusion, the thesis guide a rational investment, perfect the family housing policies, to carry out the family investment in education, regulating the behavior of financial institutions that four aspects put forward the corresponding countermeasures and Suggestions.