消费者网上理财感知风险构面研究

A Research of the Perceived Risk Dimension by Consumers Online Financing

在互联网金融已经成为一种重要的商业模式的背景下,网上理财也逐渐成为消费者认可和选择的较为便利的主要理财方式。然而,网上理财给消费者带来方便和高收益的同时,也带来了相应的风险。对于网上理财而言,消费者所感知到的具体风险,对其进行网上理财有着重要的影响。探索消费者网上理财感知风险的具体构面,对互联网金融企业制定消除消费者感知风险策略、消费者减少理财行为所产生的不必要损失都具有较强的现实指导意义。

The Internet finance has become an important business model. In the background,online financing has gradually become a main way recognized and chosen by consumer because of its convenience. However,when online financing brings convenience and high return to consumers,it will also bring corresponding risks. For online financing,the risk perceived by the consumer has an important influence on the online financing.Revealing the dimensions of perceived risks of online financing has the strong practical guiding significance to internet financial enterprises which formulate the strategies to eliminate perceived risks of consumers,and to consumers who reduce the unnecessary losses generated by financing behavior.