大众选择互联网金融余额理财产品的影响因素分析——以余额宝为例

Analysis on the Influencing Factors for People Choosing the Internet Financial Products—Taking Yuebao as Example

2013年6月中旬,支付宝推出一款金融理财产品"余额宝"。这是一款典型的互联网金融创新产品,在短短1个月内就取得了巨大成功。该研究基于对南京市民使用余额宝行为的问卷调查,分析市民选择余额宝的影响因素。结果表明,风险感知、收益率满意度、网购依赖度和教育程度会影响到市民选择余额宝,而风险感知、收益率满意度、投资经验、网购依赖程度、性别、教育程度、月可支配收入对投入余额宝的金额有显著影响。

In mid June 2013,Alipay launched a financial products ＂Yuebao＂,which is a typical Internet financial innovation product that makes a big progress in a month. The behavior of Nanjing residents using Yuebao was investigated through the form of questionnaire and analyze the influencing factors of people to choose Yuebao. The result shows that the perception of risk,the satisfaction of return,the dependence of online shopping and the degree of education can affect the choice of people to use Yuebao. And the perception of risk,the satisfaction of return,investment experience,the dependence of online shopping,gender,the degree of education and disposable income per month can observably affect the money invested to Yuebao.