互联网理财产品的购买意愿研究

发布时间：2018-06-29 03:41

本文选题：互联网金融 + 互联网理财产品　；参考：《天津大学》2014年硕士论文

【摘要】：随着信息技术的提高,电子商务及网络社群等新兴商业模式应运而生,互联网引领的各种商业模式正悄然改变着人们的生活方式。网络的深入应用,使互联网进入了各个行业,并给人们的生活带来了革命性的改变。近几年,互联网牵手传统金融行业,一个新兴的金融模式——互联网金融相伴而生。互联网金融在技术的浪潮中得到快速的发展。时下,“余额宝”、“百发百赚”等互联网理财产品的不断涌现,使得互联网理财行业,甚至是传统理财行业的竞争变得日益加剧。面对激烈的市场竞争,如何真实地了解互联网理财者的购买需求,利用有针对性的策略来提高互联网理财产品竞争力,从而更加有效地影响理财者的购买意愿,促进理财者购买是十分值得研究和探讨的。尽管国内外学者已从对传统金融的影响、商业模式创新、风险及监管等角度,对互联网理财产品进行了一些有价值的探索,但是有关互联网理财产品购买行为的研究多是描述性分析,研究的理论视角也不够清晰,而关于互联网理财产品购买意愿的实证研究更是少之又少,有鉴于此,为使学术界和实务界更准确地了解互联网理财产品购买意愿的影响因素的构成及重要性程度,本文在确定互联网理财产品购买意愿的影响因素之后,采用RBF神经网络评价方法来模拟互联网理财产品的购买过程,并根据实证结果对互联网理财产品的竞争力提升方面提出全面系统的合理化建议。具体而言,本研究的主要内容如下:第一章在介绍互联网金融及互联网理财相关理论的基础上提出本文的研究问题,指出本研究的研究意义和目的,并介绍本研究的主要内容、研究方法及本文创新点。第二章梳理关于互联网理财、购买意愿、RBF神经网络的相关理论文献。第三章详述本文理论研究的方法、问卷的设计情况、调研数据的整理,并对问卷样本做描述性统计分析,进而得出关于问卷采样效果的结论。第四章选用因子分析及信度效度检验方法,验证数据的有效性,考量各影响因素之间的相关性,进而验证因素选取的适用性。第五章基于RBF神经网络模型,来模拟互联网理财产品的购买过程,进而得出各因素的重要性排序结果,并通过对互联网理财产品各影响因素的深入分析,为互联网理财产品在竞争力提升方面提出相关合理化建议。第六章为全文的总结与展望。
[Abstract]:With the improvement of information technology, new business models such as e-commerce and network community emerge as the times require, and various business models led by the Internet are quietly changing people's way of life. With the deep application of Internet, the Internet has entered various industries and brought revolutionary changes to people's lives. In recent years, the Internet hand in hand with the traditional financial industry, a new financial model-Internet finance accompanies. Internet finance is developing rapidly in the tide of technology. Nowadays, the continuous emergence of Internet financial products such as Yu'e Bao and Baifa hundred profit makes the competition between the Internet financing industry and even the traditional financial management industry more and more intense. In the face of fierce market competition, how to truly understand the purchase needs of Internet financial managers and use targeted strategies to improve the competitiveness of Internet financial products, so as to more effectively affect the willingness of financial managers to buy, It is worth studying and discussing to promote the money manager purchase. Although scholars at home and abroad have made some valuable explorations on Internet financial products from the perspectives of influence on traditional finance, innovation of business model, risk and supervision, etc. However, the research on the purchase behavior of Internet financial products is mostly descriptive analysis, and the theoretical perspective is not clear enough, and the empirical research on the purchase intention of Internet financial products is rare. In order to make the academic and practical circles understand more accurately the composition and importance of the factors influencing the purchase intention of Internet financial products, this paper determines the influencing factors of the intention of purchase of Internet financial products. The RBF neural network evaluation method is used to simulate the purchase process of Internet financial products, and based on the empirical results, a comprehensive and systematic rationalization proposal is put forward to enhance the competitiveness of Internet financial products. Specifically, the main contents of this study are as follows: the first chapter introduces the related theories of Internet finance and Internet financing, points out the significance and purpose of this research, and introduces the main contents of this study. Research method and innovation of this paper. The second chapter combs the related theoretical literature about Internet financing, purchase intention and RBF neural network. In the third chapter, the methods of theoretical research, the design of the questionnaire, the arrangement of the survey data, and the descriptive statistical analysis of the questionnaire samples are described in detail, and then the conclusion about the sampling effect of the questionnaire is obtained. In the fourth chapter, factor analysis and reliability validity test are used to verify the validity of the data and the correlation between the factors, so as to verify the applicability of the selection of factors. The fifth chapter is based on RBF neural network model to simulate the purchase process of Internet financial products, and then get the ranking results of the importance of each factor, and through the in-depth analysis of the impact factors of Internet financial products. For the Internet financial products in the competitiveness of the relevant rationalization of the recommendations. The sixth chapter is the summary and prospect of the full text.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F832.2

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