互联网理财产品购买意愿影响因素的实证研究-金融学专业论文.docxVIP

AbstractLimited Abstract Limited to the high operming costs and the 80120 rule，traditional financial institutions service high net worth client mainly．Nearly all institutions choice to abandon ordinary people whose per capital asset size is small and money is distributed．The majority of family financial management Can only dominate with the current deposits whose interests are quite low,which has been formed financial plight of long—tail crowd for a long time in our country．As the residents’wealth increasing， the demand of maintaining and increasing the value of assets calls for the innovation of financial products urgently．The Intemet Finance is an emerging field of traditional finance integration of new internet technologies．The Internet Finance becomes a huge potential of emerging industries，achieving rapid development，driven by information technology of search engine，big data and cloud computing，mobile intemet in Our country recently． Now SO many internet financial products like Balance，P2P, crowdfunding and SO on come into people’S horizons gradually．As the intemet financial market is full of dynamic and diversification，the key of how to win the attention of investors is to design products with vitality according to the demand of investors． The current researches on Intemet Finance mainly focused on the characteristics， risks， regulation and the advantages and disadvantages of the traditional financial comparison，lack of researches on intemet financial products from the perspective of investors．Based on the nature of the intemet financial products are financial products， relying on internet technology．So this paper attempts to from the behavioral finance and technology acceptance model to explore the influencing factors of investors to buy the intemet financial product，expects to bring innovative significance to the development of theories and reality of Chinas intemet financial products． This article started with reviewing the Internet Finance，behavioral fina