基于风险感知-价值感知双准则的个人互联网理财行为研究

A Study on Behavior of Personal Internet Wealth Management Based on the Double Standards of “Perceived Risk and Perceived Value”

根据1678个有效样本数据,构建了基于PLS-SEM的双准则的行为模型,探究风险与价值对个人互联网理财行为的影响。实证结果显示:主观感受对个人行为结果具有重要影响,需要对决策准则的概念进行合理拓展,最终构建的风险感知和价值感知双准则模型能够较好地解释个人互联网理财行为。双准则中,风险准则占据主导地位,且以心理风险、财务风险两个维度最为突出;价值准则受风险准则的负向影响,其功能价值维度最为重要。

Based on Partial Least Square-Structural Equation Model ( PLS-SEM) and data of 1678 valid samples, this paper establishes a double-standard behavioral model that explores the impact of risk and value on personal Internet financial behavior. The empirical results show that subjective feelings have an important impact on individual behavioral outcomes. When the concept of decision criteria is rationally expanded, the resulting double standard model incorporating perceived risk and perceived value can better explain personal Internet financial management behavior. Among the two standards, the risk standard enjoys dominance, which is most prominently represented by dimensions of psychological risk and financial risk. The value standard is negatively affected by the risk standard, whose major dimension is its functional value.