摘要：当前流行的互联网金融理财产品不断发展与升级，越来越多的投资者选择通过互联网的方式进行理财。本文针对影响用户选择互联网金融理财产品的关键因素课题提出了相关的问题研究，之后根据课题研究提出了相应的理财理念并进行了相应的阐述与说明，通过分析当前互联网金融的相关概念，大众对选择传统金融理财产品意愿影响因素研究，由此将研究转移到客户对选择互联网金融理财产品意愿的相关文献上。接着对投资者选择互联网金融理财产品影响因素进行了较为详细数据统计与分析，然后通过调查问卷的方式进行相应的实证研究，进而为下一步影响因素分析做了相应的铺垫基础。将投资行为与理论结合起来，考虑从客户的个人特征、收益期望、风险承受能力及对理财产品概念的理解程度出发，探究其对投资者购买互联网理财产品意愿的影响。本文通过问卷的形式对互联网金融理财产品相关因素进行了收集，得出风险承受能力、收益率水平、安全性及理财产品及机构相关信息显著影响投资者对互联网金融理财产品的选择。

关键词：互联网 ； 金融理财产品 ；投资者

Study on the influence factors of internet financial product selection of investors

Abstract：The current popular financial network financial products continue to develop and upgrade, more and more investors choose to finance through the Internet. Based on the research of the research, this paper puts forward the corresponding concept of financial management and explains and explains it. By analyzing the current concept of Internet finance, the public is concerned with the concept of the Internet. Traditional financial products will affect the impact of factors, which will be transferred to the customer to choose the Internet financial products, financial factors related to the literature. Then, the author makes a detailed statistical analysis and analysis on the influencing factors of investors' choice of Internet financial management products, and then carries on the corresponding empirical research through the questionnaire, and then makes the corresponding foundation for the next influencing factor analysis. The combination of investment behavior and theory, taking into account the customer's personal characteristics, income expectations, risk tolerance and awareness of financial products at the same time affect the choice of investors to buy Internet financial products. This paper collects the relevant factors of Internet financial management products through the form of questionnaires, and draws out the information about risk perception, income, security and financial products, which obviously affects investors' choice of Internet financial products.

Key words: internet; financial products; investors

目  录

摘要1

关键词1

Abstract1

Key words1

第一章 引言2

第二章 相关理论阐述及文献综述2

一、互联网金融2

（一）互联网金融概念2

（二）互联网理财3

（三）互联网金融理财产品概念3

二、金融理财产品意愿影响因素研究3

三、投资者行为理论3

四、国内外研究现状4

第三章 问卷设计与调研4

一、变量测度4

二、问卷形成与调研5

三、问卷发放与回收5

四、问卷描述性统计分析5

第四章 模型实证分析 8

第五章 总结10

致谢10

参考文献11

附录12

投资者选择互联网金融理财产品影响因素研究

一、 引言

2012年起，金融行业的互联网创新产品开始出现，以余额宝为首的互联网金融理财产品大批涌现在人们视野中，由于其借助互联网平台、资金流动性好、认购便捷、收益稳定安全和随时操作随时赎回的特点，收到了大众的广泛关注。互联网金融发展与时俱进、革故鼎新，大众也愿意尝试并购买互联网金融理财产品。于此同时，互联网金融理财产品也成为我国金融领域学术研究的新型课题。