互联网金融产品选择行为研究——基于嵌套Logit模型的分析

Research on the Choice of Internet Financial Products Based on Nested Logit Model

随着互联网金融的迅速发展,许多产品已通过互联网媒介扩散至一般消费者。为研究互联网金融产品消费者在进行互联网金融产品选择时的影响因素,本文基于扎根理论和效用最大化理论,通过质化研究探索出其重要影响因素,共选取了损失风险、收益、产品口碑、公司信誉等2组13个影响因素,然后引入了嵌套Logit模型构建了消费者互联网金融产品选择模型,并通过调研数据对模型进行了实证验证。实证结果表明,消费者的互联网金融产品选择过程可分为两个阶段,第一阶段为产品类型的选择,收益及损失风险是该阶段产品类型选择的重要影响因素;第二阶段为产品类型下具体产品的选择,产品口碑则为影响消费者选择具体产品的重要因素,这两个阶段之间互相作用并最终影响选择结果。

With the rapid development of Internet finance,many products have spread through the Internet mediato the average consumer.In order to study the influencing factors of Internet financial products consumers in theselection of Internet financial products,this paper explores the important influencing factors through qualitativeresearch based on grounded theory,and selects the risk of loss,income,product reputation,the credibility of the company and so on.Then introduced the nested Logit model to construct the consumer Internet financial productselection model,and through the research data on the model of the empirical verification.The empirical resultsshow that consumers'Internet financial product selection process can be divided into two stages.The first stage isthe choice of product type,the income and the risk of loss are the important factors influencing the product typeselection.The second stage is the product type.The choice of specific products,product reputation is an importantfactor affecting the choice of specific products,the interaction between the two stages and ultimately affect theselection results.