摘要
本文以技术接受模型(TAM)与投资者的投资行为理论为基础,利用AMOS软件,结合结构方程模型(SEM)对样本数据进行分析和检验,根据分析结果修正模型。模型分析得到互联网金融理财投资者的态度和购买意向与影响因素之间的关系。研究结果表明:产品流动性、感知易用性、期望收益等因素促进投资者选购互联网金融理财产品;理财起点和感知风险抑制投资者选购互联网金融理财产品。
Based on the technology accepted model(TAM)and investors investment behavior theory,the paper use the Amos software and the method of structural equation model(SEM)to analyze the data and lest,and revise the model accroding to the results.Through empirical data analysis,the influence of different factors on the attitude and intention of the investors is obtained.The results show that products liquidity,perceived ease of use,expected return have positive impact on investors' choice of the internet financial products;the starting point of financial and perceived risk have negative influence on investors purchase of internet financial products.
出处
《财会通讯(中)》
北大核心
2016年第10期3-5,129,共3页
Communication of Finance and Accounting
关键词
互联网金融
理财产品
选购决策
Internet finance
Financial products
Purchase decision