The Choice And The Influnece Analysis Of Urban Households For Financial Informatization Products

China Internet Network Information Center recently released a report,which shows that at the end of 2015,the scale of China's Internet users reached 688 million,and the Internet penetration rate reached 50.3%.The equipment to surf the Internet has continuously transferred to mobile terminals,and mobile users reached 630 million.More than 90%of Internet users chose smart phones to get to the Internet.The improving network environment and the rapid spread of smart phones inspired the requirements of mobile Internet application.The development of information technology accelerates the emergence of new market demands,the formation of application is a boom in the technological field.Traditional financial sector,combined with information technology,conducts business online.Financial institutions offered online payments,microcredit,financial products,information intermediaries and other financial services through the Internet,which ease the traditional financial problem of asymmetric information,and lower the transaction costs,achieve optimal allocation of resources.The investment and financing channels also increased.With the acceleration of urban informatization,urban residents' disposable income increases,household demand for financial products or services has expanded.Emergence of financial informatization products has effectively alleviated the problem of supply shortage and high homogeneity.Refer to the abroad existing research,this paper described the theory of family finance in detail,and define the concept of financial informatization,also make an analysis of the financial status of the development of information technology.According to the integration of traditional financial services and modem information and communication technology,classify products by function into three categories:payments,investment and financing,and the other service.Each category list products specifically addressed.There are differences in choosing financial informatization services among different family.According to available research,we firstly discussed whether factors affect households financial assets also had an impact on choosing financial informatization products or service.Taking into account the difference between financial informatization products and traditional financial products,and in order to analyze the factors that affect urban residents to select financial informatization products,this paper based on the characteristics of financial informatization products or services,using the survey data in urban areas,make a research on current situation of urban residents in using financial informatization products.To examine different family's acceptance of all the products,which provide a basis for the selection of explanatory variables in the empirical analysis.On the part of empirical analysis,we use OLS regression and quantile regression estimation,make a comparative analysis of urban residents behaving in choosing financial informatization products.The main conclusions are as follows:Different characteristic of family results in the diversity of choosing finaacial informatization products.Factors affecting family financial asset allocation,such as individual characteristics,family risk appetite,economic development,also influences urban citizens' selection on financial informatization service.In addition,resources endowment of family has the greatest impact on urban residents' acceptance of the financial information products.The larger proportion of household financial risk results in higher acceptance of family financial information products.Basic communication conditions also have a significant impact on the choice behavior.Access to the Internet and own the smart phones have a positive impact on the acceptance.We made the following recommendations based on empirical results.First,increase family's educational investment to make rational decides.By increasing risk awareness of family members,so that they can invest rationally in financial markets.Second,afford all kinds of financial products to meet diverse needs.Financial institutions can make use of self advantage and conditions,innovating financial informatization products to meet customer's demands,so as to achieve profits and sustainable development.Third,promote the construction of urban information,and improve communications infrastructure.Strengthening urban construction of communication facilities can speed up the process of urban information,thereby providing a good foundation for the hardware development of financial informatization.