Research On The Influencing Factors Of Consumers' Purchasing Decisions Of Internet Financial Wealth Management Products

Recently,the Internet financial industry has been rapidly developed.It has effectively met the ordinary consumers' financial services needs.The demand for financial services,such financial innovative wealth management products have developed rapidly,breaking into the daily life of the public in an unstoppable manner,re-changing the traditional financial management concepts and methods of the Chinese people,and adapting to the differentiated and personalized investment needs of the user groups.The goal is to become an emerging industry with great potential.Traditional financial wealth management products mainly serve high-net-worth consumer groups.The reasons are mainly attributed to high transaction costs,called Pareto‘s principle,inadequate financial supply brought by traditional financial system,and inefficient use of financial service resources.Due to the small scale of assets and scattered funds,ordinary people are often not valued by traditional financial management institutions.Most of the financial management methods rely on banks' regular savings,and the earnings are not satisfactory.Therefore,the financial difficulties of China's long tail people have emerged.With the growing wealth of domestic residents,the diversified demand for the preservation and appreciation of assets has increased,which has brought opportunities for the vigorous development of the wealth management products market.In addition,the development of Internet financial products has also had a profound impact on the financial market environment,financial customer demand and financial service model,greatly reducing transaction costs and information costs,and expanding service boundaries and markets in the financial sector.It has spawned a new financial format in the Internet era,which has made the leading role of traditional financial institutions represented by banks in traditional financial services greatly challenged.At present,various Internet wealth management products in China's financial market are endless and complicated,gradually appearing in people's field of vision,and quickly seize market share.Facing the dynamic and promising Internet financial wealth management market,paying attention to the factors that financial consumers will evaluate through Internet financial wealth management products to make their own decisions,is the Internet financial platform has a place in this extremely prosperous market.One of the important factors,and the products designed according to this also have more lasting vitality.At first,this paper elaborates the literature review,innovation diffusion theory and behavioral finance theory,and builds the comparative advantages,compatibility,ease of use and the herd mentality,risk preference and purchase intention of Internet financial wealth management products.Based on the theory model,the research hypothesis of this paper is proposed.Then based on the original domestic and foreign literature scales,based on the unique characteristics of financial wealth management products,the questionnaire wasdesigned and distributed on the questionnaire star platform.Finally,the research hypothesis proposed in this paper was verified,and the conclusions of this paper were drawn.This paper makes a reasonable explanation for the results of empirical analysis.Based on this,combined with the characteristics of Internet wealth management products,from the perspective of consumers,it provides a reference for improving the willingness to purchase Internet financial products in China market.