互联网金融用户选择行为特征及影响因素研究--以天津市为例

Characteristics and factors of Internet finance users' selection behavior--Case study of Tianjin City

互联网金融作为一种崭新的金融模式,日益普及,因此研究互联网金融用户行为便显得尤为重要。文章运用问卷调查数据对互联网金融用户选择行为的相关特征及影响因素进行分析,得到以下结论:互联网金融的总体使用率达到76%,用户年龄主要集中在18~35岁之间,较为年轻,其受教育程度相对较高并以中等收入阶层为主。大多数人认为互联网金融安全性较高,能够为客户提供良好的用户体验,具有良好的发展前景。在互联网金融用户选择行为的影响因素中,基本特征方面较显著的因素有年龄、受教育程度、职业、收入,但性别不显著。在对互联网金融的认知方面,影响显著的因素有互联网金融的发展前景、互联网金融与传统金融的关系。最后,从完善金融监管、鼓励金融创新等方面提出相应的对策建议。

As a brand-new finance mode,Internet finance has become increasingly popular.Therefore,it’s important to study the Internet finance users’behavior.On the basis of questionnaire survey data,the article analyzes the Internet fi-nance users’selection behavior characteristics and factors and draws the following conclusions:the coverage rate of Inter-net finance is 76%;the users’age is mainly between 18 and 35,which shows that the users are relatively young;the users’education level is relatively high;and most of the users belong to the middle income group.Most respondents think that Internet finance is safer and more convenient,and has good development prospects.Except sex,age,education,ca-reer and income have significant effects on the Internet finance users’selection behavior.As for the cognition of Internet finance,the development prospects of Internet finance and the relationship between Internet finance and traditional fi-nance have significant effects on the Internet finance users’selection behavior.Finally,it puts forward some suggestions concerning the improvement of financial supervision and regulation and the encouragement of financial innovation.