互联网金融模式下的余额理财用户投资行为分析

邢丘丹; 解建丽; 张宁

互联网金融模式下的余额理财用户投资行为分析

引用本文：邢丘丹,解建丽,张宁.互联网金融模式下的余额理财用户投资行为分析[J].财经理论与实践,2015,(5):15-22

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作者	单位
邢丘丹,解建丽,张宁	（1.陕西师范大学国际商学院，陕西西安710119 2.西安电子科技大学机电工程学院，陕西西安710071）

中文摘要:以余额宝为首的余额理财平台依托大数据技术吸引大量闲散资金，迅速占领了互联网金融理财市场。在技术接受与使用模型（UTAUT）的基础上，增加经济价值和感知风险两个控制变量，构建余额理财用户投资行为的影响因素模型，运用结构方程模型分析影响用户使用余额理财平台的主要因素并对模型进行修正。研究结果表明：用户的绩效期望、社会影响以及经济价值显著影响用户的投资行为意图，用户的努力期望通过绩效期望间接影响用户的投资行为意图，而投资行为意图决定用户的投资行为。

中文关键词:互联网金融 UTAUT模型余额理财 SEM

An Aanalysis of User's Investment Behavior Based on the Internet Finance

Abstract:The monetary fund investment platform headed by Yu'ebao is supported by big data technology to attract a large number of idle funds and occupy the Internet financial services market rapidly. Integrating economic value(EV) and perceived risk(PR) with the UTAUT, this paper proposes a research model to investigate the determinants of user's investment behavior under the Internet financial environment in China. The results show that user's performance expectation(PE), social influence(SI) and economic value(EV) significantly affect the user's investment behavior intentions, and user's effort expectation(EE) through the performance expectation(PE) indirect effects the user's investment behavior intentions, and the user's investment behavior intentions can determine the user's investment behavior.

keywords:Internet finance UTAUT Excess Funds Financing SEM

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