Research On Influencing Factors Of Information Behavior Of Individual Financial Investors

With the sustainable development of the national economy,urban and rural residents’ enthusiasm for financial investment is increasing,and the balance of financial products issued and managed by banks and other financial institutions continues to reach new highs.In the financial investment market,more personal financial investors have been added.These personal financial investors’ information behaviors,including information demand behavior,information acquisition behavior and information utilization behavior,are also active.However,financial investment activities are professional economic activities.Banks and other financial institutions need to provide timely and effective information about financial products for personal financial investors.After the new regulations on asset management,regulators have also made higher requirements on the disclosure of information related to financial institutions’ wealth management products.Based on the above background,this paper uses empirical methods to study the influencing factors and their effects of personal financial investors’ information behavior.Based on information behavior theory,social cognitive theory and the review of relevant literature,two environmental factors and three individual factors are identified as the main independent variables of the study,which are: regional spatial environment,information service environment,cognitive ability,self-efficacy and information element.After empirical analysis,this paper draws the following conclusions:the regional spatial environment among environmental factors has no significant positive impact on the information behavior of personal financial investors,and the information service environment has a significant positive impact on the information behavior of personal financial investors.Among the individual factors,self-efficacy has a significant positive impact on the information behavior of personal financial investors,and the impact on information behavior is the largest among all factors.Cognitive ability has a significant positive impact on the information behavior of personal financial investors.The direct positive impact of information literacy on the information behavior of personal financial investors is not obvious,but information literacy can have an indirect positive impact on the information behavior of personal financial investors by affecting self-efficacy.According to the research conclusion of empirical analysis,this paper puts forward some suggestions for banks and other financial institutions to improve the information service level and better meet the information needs of personal financial investors.Specifically,we should increase the reserve of professional financial information service personnel,actively explore new information service means,guide personal financial investors to carry out positive financial information behavior,and strengthen the education of personal financial investors.