Impact Factors Analysis Of Internet Financial Products Involvement:Based On Social Influence Theory

With the rapid development of Chinese economy,Chinese people's income is also rising,more and more people began to pay attention to investment.However,because of the high threshold,limited physical network,the traditional way of investment can't satisfy the demand of the long tail crowd.With the Internet technology and information technology becoming mature,many traditional industries have combined with the Internet and other information technology to develop a new industry model.This approach not only improves efficiency,but also makes it easier for people to get the products and services they need.Internet finance is also created by "Internet + finance"..Internet finance is not only the online traditional financial,what's more,through the combination of Internet technology,a new financial model has been created.This financial model can make up for the shortcomings of traditional finance.Low-income people can be more convenient and quick to find and choose the financial products which fit them.As the result,every person could invest.However,China's Internet financial market development time is short,the Internet financial market is still relatively chaotic,Internet financial products are complex,investors lack knowledge about the products.Therefore,how to attract more investors to buy these products is the problem that Internet financial practitioners and scholars need to solve.As a result,it is important to study and analyze the influencing factors of investors' involvement.This paper combines social influence theory with the theory of involvement to explore the impact of different social information on investors' involvement and the impact of involvement on investors' purchasing intention.In this paper,using the empirical research,through the combination of theory and practice,we put forward the hypotheses.Then we verify the hypotheses through the group test.We used four different scenarios to stimulate different participants,and use the scale to obtain their information.Finally we get 240 useful questionnaires.With the analysis of these data,we found that:(1)Informational social influence,normative social influence and social identity will positively influence investors' cognitive involvement,affective involvement,and informational social influence,normative social influence will reduce the perceived risk of investors.(2)Investors' cognitive involvement will negatively affect the perceived risk of investors and the investors' cognitive involvement and affective involvement raising the investors' intention to invest Internet financial products.