A Study Of Purchase Intension Factors On Internet Equity Fund

With the appearance of the concept of Internet Finance in 2012,the new mode of Internet has made a great difference in traditional financial industry and general life.On the basement of increasing disposable personal income and the improvement of internet financial supervision,the demand for internet financial investment of domestic people has been growing,and internet equity fund has provided a financial service with low threshold and high yield rate for the low net worth customers.Under the huge promising market potential,this thesis explores the possible factors affecting the customers to purchase the internet equity fund products.This paper combines the product characteristics of Internet equity fund with customers’ financial features on the basis of TAM model,summarizes and analyzes related research thesis and basic theories to select all the latent variables and to build the research mode.Through the test of empirical analysis,this paper draws the following conclusions:(1)Behavior attitude and financial character have remarkable positive relationships with purchase intention.In addition,behavior attitude has the strongest affects to the purchase intention.(2)The factors including Perceived ease of use,product perceived benefits and financial management knowledge positively affect the behavior attitude,while perceived financial risk negatively affects the behavior attitude.The main difference between internet financial products and traditional financial products is whether sold on internet,therefore the ease use of internet platform will extremely influence the customers’ further operations.(3)Product perceived benefits are positively affected by fund company image and fund manager competency,and obviously customers put more attention on fund company image.(4)Close body forms play the role of regulating effect between financial character and purchase intention,and strong close body forms will strengthen the positive effect of negative financial character on purchase intention.On the basis of conclusion above,this thesis throws out related suggestions and efforts including below:(1)Internet fund company should position precisely to develop more consumption power.(2)Internet fund company should focus on the improvement of products’ services.Fund company should cooperate with third-party board to build the fund purchasing platform with high ease use and complete additional functions.(3)Internet fund company ought to focus on promoting their images and the competence of their employees,especially the fund managers,so that to increase the customers’ perceived value of products.(4)In order to decrease the customers’ perceived financial risk,supervision department should make more efforts to improve the internet financial environment.(5)Internet equity fund users should strengthen the financial management knowledge to avoid the Herd Effect.