Research on the Influencing Factors of Finacial Products Purchase Behavior--the Role of Perceived Resources and Risk Preference

• 1、Management School, Wuhan University of Science and Technology, Wuhan 430081

Abstract：Based on Internet trust theory and perceived risk theory, combined with the viewpoints of behavioral finance, this research has studied the mediating mechanism and moderating factors that could affect the purchase behavior of Internet financial products from the perspective of perceived resources and risk preference of investors and used the empirical survey to collect data of Internet finance investors. The results show that financial trust is the key factor that affects the purchase behavior of the investors under the Internet environment, perceived benefit and perceived risk are the leading factors influencing the trust of investors. The perceived benefit has positive impact on the Internet financial platform and product trust, whereas the perceiResearch on the Influencing Factors of Finacial Products Purchase Behavior--the role of Perceived Resources and Risk Preferenceved risk has negative impact on the Internet financial platform and product trust; investors perceived resources positively moderates the relationship between perceived risk and the Internet platform trust and product trust, the individual risk preference has the negative moderating effect between Internet finance trust and purchase intention. Finally, according to the research results, the theoretical significance and its implication in management practice are discussed.

Keywords： Internet financial products Perceived resources Platform trust Products trust Individual risk preference