Impact Factors Analysis Of Internet Financial Products Perceived Information Quality

With the continuous innovation and development of Internet technology,the "Internet +" model has been applied to all walks of life.The financial industry has also begun to be penetrated by these emerging technologies.The public wealth management products represented by “Yu E Bao” and “Li Cai Tong” are popular with the general public in China for its low threshold,flexible investment cycle,strong liquidity,and convenient cash withdrawal.And has been respected by many low-income people.Compared with traditional financial,Efinance products have rich information types and different presentation methods on web pages,including not only basic attribute information of some financial products,but also other types of information such as socialized information.Looking at the major E-finance product sales websites,the characteristics of the product information presented by each website are different and the status of diversification is obvious.Some website product information is mainly displayed to investors in words or forms,but many websites also use pictures or charts to present them.This shows that the factors affecting the information characteristics of Internet financial product sales are not yet clear,and the effect is difficult to evaluate.At the present stage,there is no scholar to rationally explain and study this phenomenon.Therefore,this article takes the current public E-finance products as the research object,and from the perspective of product information presentation,studies the impact and differences of the information products of E-finance products with different information types and information loads on the perceived quality of investors,and the relationship of involvement,perceived risk,and trust in the investor's decision-making processing.To search the impact of the presentation of E-finance product on the decision-making mechanism of financial investors.We used four different scenarios to stimulate participants and obtain research data through scale,eventually obtaining 167 effective scales.Through the analysis of the data,we found that:(1)Investors have different performance on the perceived information quality presented by different information.The change of information load will cause changes in the information processing of investors,and this change is inconsistent under different information type scenarios.(2)Financial knowledge has a negative effect on investors' perceived information quality under different information presentations.(3)The perceived information quality has influence on investors' involvement,perceived risk,and trust,and these effect is different under different information types and information loads.