互联网理财产品的购买意愿分析-金融学专业论文.docxVIP

methods, the design of questionnaire, the collation of data, and the questionnaire sample descriptive statistics analysis, and then draw the questionnaire sampling effect. Chapter Four Selects the factor analysis and reliability and validity testing method to test the validity of data, considering the relation between each factor, and then verify the validity of the proposed factors. Chapter Five simulates the Internet financial products purchase process based on RBF neural network, get the importance of each variable ordering for the Internet. So as to enhance the financial competition of enterprise, the paper put forward reasonable suggestions of marketing. Chapter Six put forward the summary and prospects. KEY WORDS ： internet of finance; internet financial products; purchase intention; RBF neural network I I 目 录 HYPERLINK \l _bookmark0 第一章 绪论1 HYPERLINK \l _bookmark1 1.1 研究背景1 HYPERLINK \l _bookmark2 1.1.1 现实背景1 HYPERLINK \l _bookmark3 1.1.2 理论背景2 HYPERLINK \l _bookmark4 1.2 研究意义3 HYPERLINK \l _bookmark5 1.2.1 理论意义4 HYPERLINK \l _bookmark6 1.2.2 现实意义4 HYPERLINK \l _bookmark7 1.3 研究目的5 HYPERLINK \l _bookmark8 1.4 研究方法和主要内容6 HYPERLINK \l _bookmark9 1.4.1 研究方法6 HYPERLINK \l _bookmark10 1.4.2 研究的主要内容7 HYPERLINK \l _bookmark11 1.5 预期创新性研究成果8 HYPERLINK \l _bookmark12 第二章 相关理论综述10 HYPERLINK \l _bookmark13 2.1 互联网金融及理财产品10 HYPERLINK \l _bookmark14 2.1.1 互联网金融10 HYPERLINK \l _bookmark15 2.1.2 互联网理财11 HYPERLINK \l _bookmark16 2.2 互联网理财产品的购买意愿12 HYPERLINK \l _bookmark17 2.2.1 购买意愿概述12 HYPERLINK \l _bookmark18 2.2.2 购买意愿的影响因素13 HYPERLINK \l _bookmark19 2.3 RBF 神经网络 14 HYPERLINK \l _bookmark20 2.4 本章小结15 HYPERLINK \l _bookmark21 第三章 研究设计16 HYPERLINK \l _bookmark22 3.1 问卷设计16 HYPERLINK \l _bookmark23 3.1.1 问卷内容及量表16 HYPERLINK \l _bookmark24 3.1.2 问卷内容概述19 HYPERLINK \l _bookmark25 3.2 抽样与数据收集20 II II HYPERLINK \l _bookmark26 3.2.1 调查对象20 HYPERLINK \l _bookmark27 3.2.2 抽样方法及样本数据20 HYPERLINK \l _bookmark28 3.3 描述性统计分析21 HYPER