本文選題：互聯(lián)網(wǎng)金融 + 理財(cái)產(chǎn)品��； 參考：《浙江工商大學(xué)》2017年碩士論文

【摘要】：互聯(lián)網(wǎng)金融是互聯(lián)網(wǎng)與金融相結(jié)合的新興領(lǐng)域。互聯(lián)網(wǎng)金融,已成為時(shí)下被討論最熱門(mén)的話題之一。即使之前沒(méi)有涉及到金融業(yè)務(wù)的公司也跟風(fēng)涌入互聯(lián)網(wǎng)金融行業(yè),因此市面上充斥著各種各樣的互聯(lián)網(wǎng)金融產(chǎn)品,逐漸受到廣大人群的注意,尤其以阿里巴巴旗下的余額寶為代表的理財(cái)產(chǎn)品顛覆了傳統(tǒng)金融的規(guī)則,成為當(dāng)下新的焦點(diǎn)。目前關(guān)于互聯(lián)網(wǎng)金融理財(cái)產(chǎn)品的研究絕大數(shù)是一些零散的模式分析,很少有學(xué)者對(duì)用戶購(gòu)買互聯(lián)網(wǎng)金融理財(cái)產(chǎn)品行為展開(kāi)深入地研究,因此,在此背景下,本論文將研究定位在互聯(lián)網(wǎng)金融理財(cái)產(chǎn)品上,研究用戶購(gòu)買互聯(lián)網(wǎng)金融理財(cái)產(chǎn)品的主要影響因素以及各影響因素之間的關(guān)系。希望借助本研究可以助力我國(guó)的互聯(lián)網(wǎng)金融更好更快的發(fā)展。通過(guò)對(duì)國(guó)內(nèi)外關(guān)于互聯(lián)網(wǎng)金融的文獻(xiàn)進(jìn)行查閱和閱讀,發(fā)現(xiàn)了研究用戶購(gòu)買互聯(lián)網(wǎng)金融理財(cái)產(chǎn)品的行為這一方面幾乎是屬于空白領(lǐng)域。本論文以整合型技術(shù)接受與使用模型(UTAUT)中的績(jī)效期望、努力期望、社會(huì)影響和購(gòu)買意愿為框架把將購(gòu)買行為作為因變量,增加了感知風(fēng)險(xiǎn)、個(gè)體創(chuàng)新性和產(chǎn)品認(rèn)知度作為自變量,引入了性別和經(jīng)驗(yàn)作為調(diào)節(jié)變量,建立本論文的理論模型并提出假設(shè),研究用戶購(gòu)買互聯(lián)網(wǎng)金融理財(cái)產(chǎn)品影響因素。本文先用描述性統(tǒng)計(jì)方法處理問(wèn)卷數(shù)據(jù),然后采取結(jié)構(gòu)方程模型(SEM)的方法對(duì)其進(jìn)行分析、驗(yàn)證,并根據(jù)得到的結(jié)論調(diào)整模型,最終得到本文的模型。根據(jù)數(shù)據(jù)驗(yàn)證,得到各個(gè)變量對(duì)用戶購(gòu)買意向和購(gòu)買行為的關(guān)系。由研究結(jié)果得出,努力期望、績(jī)效期望、購(gòu)買意愿、產(chǎn)品認(rèn)知度和個(gè)體創(chuàng)新性正向影響用戶購(gòu)買互聯(lián)網(wǎng)金融理財(cái)產(chǎn)品的行為;感知風(fēng)險(xiǎn)負(fù)向影響用戶購(gòu)買互聯(lián)網(wǎng)金融理財(cái)產(chǎn)品的行為;社會(huì)影響對(duì)用戶購(gòu)買互聯(lián)網(wǎng)金融理財(cái)產(chǎn)品沒(méi)有顯著影響;績(jī)效期望在努力期望與購(gòu)買意愿中起到中介作用;性別和經(jīng)驗(yàn)對(duì)測(cè)量模型有顯著影響。最后,在本文研究結(jié)論的基礎(chǔ)上,結(jié)合目前我國(guó)互聯(lián)網(wǎng)金融的發(fā)展的情況,為互聯(lián)網(wǎng)金融公司設(shè)計(jì)理財(cái)產(chǎn)品和推廣營(yíng)銷提出一些建議。
[Abstract]:Internet finance is a new field which combines Internet and finance. Internet finance, has become one of the hottest topics under discussion. Even companies that had not previously been involved in financial business followed suit into the Internet financial industry. As a result, the market was flooded with all kinds of Internet financial products and gradually attracted the attention of the broad masses of people. In particular, Yu'e Bao, owned by Alibaba, has overturned the rules of traditional finance and become a new focus. At present, most of the researches on Internet financial products are scattered pattern analysis, and few scholars deeply study the behavior of users buying Internet financial products. Therefore, in this context, In this paper, we will focus on the Internet financial products, and study the main influencing factors and the relationship between the factors. Hope this research can help our country's Internet finance to develop better and faster. By consulting and reading the literature on Internet finance at home and abroad, it is found that the research on the behavior of users buying Internet financial products almost belongs to the blank field. In this paper, the performance expectation in UTAUTT (integrated technology acceptance and use model), the expectation, social impact and purchase intention are used as the framework, and the purchase behavior is regarded as the dependent variable, which increases the perceived risk. Individual innovation and product cognition are taken as independent variables, gender and experience are introduced as adjusting variables, the theoretical model of this paper is established and hypotheses are put forward, and the influencing factors of users' purchase of Internet financial products are studied. This paper first uses descriptive statistical method to process the questionnaire data, then uses the structural equation model (SEM) method to analyze and verify it, and adjusts the model according to the conclusions, and finally obtains the model of this paper. According to the data validation, the relationship between the purchase intention and purchase behavior of each variable is obtained. From the results of the study, it is concluded that the expectation of effort, the expectation of performance, the willingness to buy, the degree of product recognition and the innovation of individual positively influence the behavior of the user to buy the financial products of Internet. Perceived risk negatively affects the behavior of users to purchase Internet financial products; the social impact has no significant impact on the purchase of Internet financial products; performance expectations play an intermediary role in the efforts to expect and purchase willingness; Gender and experience have a significant impact on the measurement model. Finally, on the basis of the conclusion of this paper, combined with the current situation of the development of Internet finance in China, some suggestions are put forward for Internet financial companies to design financial products and promote marketing.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F832.2

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本文編號(hào)：1932629