Research On The Influencing Factors Of Internet Financial Products Purchase Behavior

Internet financial management is an innovative mode of Internet finance which enrichs the financial needs of investors.It is of great siginificance to promote the healthy development of Internet finance in researching on influencing factors of internet financial products purchase behavior.Base on Internet platform trust and product trust,this research studied influencing factors in purchasing Internet financial products.Firstly,the Internet financial trust is divided into two dimensions: Internet financial platform trust and Internet financial product trust;the comprehensive evaluation model of Internet financial trust is explored by using the mehod of fuzzy comprehensive evaluation and analytic hierarchy process;the measurement scale about platform trust and product trust is developed according to the comprehensive evaluation model.Secondly,this research base on risk theory and behavioral finance theory,studied the mediate variable and moderate factors that could affect the purchase decision of Internet financial products from the perspective of perceived resources and risk preference of investors.This research used the empirical survey to collect data of Internet finance investors.The results show that financial trust is the key factor that affects the purchase decision of the investors under the Internet environment.The perceived benefit has positive impact on the Internet financial trust and purchase intention,whereas the perceived risk has negative impact on the Internet financial trust and purchase intention;investors perceived resources positively moderates the relationship between perceived risk and the Internet platform trust and product trust,the individual risk preference has the negative moderating effect between Internet finance trust and purchase intention.Finally,according to the research results,the theoretical significance and its implication in management practice are discussed.