摘要
基于社会认知理论,从消费者的角度构建了互联网金融理财产品的购买意愿与行为理论框架,探讨购买意愿与行为的形成过程和影响因素。研究结果表明:互联网氛围、风险控制认知、沟通交流是影响购买意愿与行为的关键因素;交易信任、计算机自我效能和购买意愿与行为之间存在显著的正相关关系。
Based on social cognitive theory, this paper constructs the theoretical framework of purchasing intention and be-havior of financial products from the consumer＇s perspective, and discusses the formation process and the influencing factorsof purchase intention and behavior. Results show that： the Internet environment, cognitive of risk control and communica-tion are the key factors that affect the purchase intention and behavior. There are significant positive correlations both be-tween trust and purchasing intention ＆ behavior, and between computer self-efficacy and purchasing intention ＆ behavior.
出处
《软科学》
CSSCI
北大核心
2017年第5期108-113,共6页
Soft Science
基金
国家自然科学基金项目(71271103)
国家统计局立项项目(2015LY68)
中国博士后科学基金面上项目(2015M570417)
江苏省教育厅高校哲学社会科学项目(2014SJB797)
江苏大学高级专业人才项目(14JDG102)
关键词
互联网金融
理财产品
社会认知理论
结构方程模型
online finance
financial wealth product
social cognitive theory
structural equation modeling
