基于不同平台的网上理财行为致因研究  

Research on the Causation of Internet Financial Management based on Different Platforms

作　　者：魏明侠[1] 黄林[1] 夏雨[2] 

机构地区：[1]河南工业大学管理学院,郑州450001 [2]南开大学商学院,天津300071

出　　处：《商业研究》2015年第11期97-103,共7页Commercial Research

基　　金：国家社科基金项目;项目编号:14BGL153;河南省教育厅人文社科项目;项目编号:2013-ZD-013;河南省高校人文社科重点研究基地物流研究中心资助项目;项目编号:2015-JD-04

摘　　要：基于"宝宝"理财产品用户的数据,本文结合网络外部性理论与认知决策模型,分析网络外部性、感知风险、信任、感知收益等因素对网民网上理财行为意向的影响,并检验不同理财平台的调节作用。研究表明:网络外部性对电商类型理财平台用户的网上理财行为意向影响显著,但对银行类型理财平台用户的网上理财行为意向影响不显著;感知收益与信任显著影响用户的网上理财行为意向;感知风险对电商类型理财平台用户的网上理财行为意向影响显著,但对银行类型理财平台用户的网上理财行为意向影响不显著;网络外部性通过影响感知风险、信任和感知收益间接影响网上理财行为意向。Combined with network externality theory and cognitive decision model, this paper studies the influence of the network externalities, perceived risk, trust, perceived benefits on Internet financial behavioral intention and tests moder-ating effect of platform types based on the data of“baby” financial products users. The consequences show network exter-nalities have a great effect on internet financing behavioral intention of electricity type financing platform users, but has no significant effect on the type of bank financing platform; internet financial behavior intention is significantly affected by perceived benefits and trust;perceived risk has a great effect on behavioral intention of electricity type financing plat-form users, but has no significant effect on the type of bank financing platform;network externality is also influenced by perceived risk, trust and perceived benefits and then indirectly influence internet financing behavioral intention.

关 键 词：网上理财 网上行为 网络外部性 余额宝 互联网金融 

分 类 号：F830[经济管理—金融学]