基于社会认知理论的互联网金融理财产品购买行为研究

Research on the Behavior of Online Financial Wealth Product Purchasing Based on Social Cognitive Theory

基于社会认知理论,从消费者的角度构建了互联网金融理财产品的购买意愿与行为理论框架,探讨购买意愿与行为的形成过程和影响因素。研究结果表明:互联网氛围、风险控制认知、沟通交流是影响购买意愿与行为的关键因素;交易信任、计算机自我效能和购买意愿与行为之间存在显著的正相关关系。

Based on social cognitive theory, this paper constructs the theoretical framework of purchasing intention and be-havior of financial products from the consumer＇s perspective, and discusses the formation process and the influencing factorsof purchase intention and behavior. Results show that： the Internet environment, cognitive of risk control and communica-tion are the key factors that affect the purchase intention and behavior. There are significant positive correlations both be-tween trust and purchasing intention ＆ behavior, and between computer self-efficacy and purchasing intention ＆ behavior.