毕业论文-影响大学生购买互联网理财产品的因素及实证研究——以余额宝为例.docxVIP

PAGE I 影响大学生购买互联网理财产品的因素及实证研究 ——以余额宝为例 摘 要 余额宝的问世，是社会进入互联网碎片化理财的一个标志，理财不再是大众富裕阶层的专利，普通民众也开始接触互联网理财。其中，大学生作为社会未来主要的理财主体，他们对互联网理财的认知及参与行为不仅能反映当代年轻人的理财行为特征，同时也决定着该类产品在未来的发展趋势。本文将从信息技术接受的角度来研究大学生的理财消费行为，探索哪些因素会对大学生选择互联网理财产品产生影响，这些因素中又有哪些是大学生最为关注的，知晓这些答案对相关金融参与者了解大学生理财行为，改善自身产品，拓宽市场领域，提高市场竞争力具有一定意义。 本文采用定性与定量相结合的方法，在整合型技术接受与使用模型的基础上，引入感知风险和信任，构成本研究的基础模型——影响大学生购买互联网理财产品的因素模型，并以余额宝为例做实证研究和统计分析。研究发现，感知有用性和兼容性是影响大学生采纳余额宝的最主要因素，相对而言，感知易用性对采纳意愿的影响并不大，同时信任在感知风险对采纳意愿的影响过程中具有一定调节作用。 关键词：互联网理财，整合型技术接受与使用模型，感知风险理论，信任 PAGE II Abstract Yu’ebaos advent is a sign of social access to the Internet fragmentation of financial management, financial management is no longer a patent for the mass affluent, ordinary people also began to contact Internet banking. As the main body of financing of society in the future, college students’ cognition of Internet banking and participation behavior can not only reflect the behavior and financial characteristics of contemporary young people, but also determines the development trend of these products in the future. This paper will study consumer financial behavior of college students from the information technology perspective and explore what factors will have an impact on College Students choice of Internet banking products, among these factors, which are college students most concerned about, knowing the answers would help the relevant financial participants understand the financial behavior of college students, improve their products, broaden the market, enhance the competitiveness of the market. The research model of this paper is based on the integrated technology acceptance model, and introduces perceived risk and trust, and constructs the influence factor model of college student purchasing Internet financial products. And through the empirical research on the adoption of Yu’ebao to explore the answer. At last, the conclusion is drawn by using SPSS 19.0. Empirical research found that perceived usefulness (PU), compatibility (CO), social impa