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互联网金融作为一种新兴金融模式,正处于高速发展的时期,以支付宝为代表,活期宝,现金宝,收益宝等各种网上理财的产品迅速出炉,其中阿里金融在14年发布的余额宝更是吸引了大量客户投资理财。个人理财行为会影响个人经济甚至整体社会经济的稳定,因此分析和研究投资者的理财行为及影响因素尤为重要。本文通过借鉴国内外学者对理财行为及影响因素的研究成果,以余额宝为例,选取理财观念念、金钱态度及生活形态作为主题,采用问卷调查的方法对余额宝使用者者的理财行为进行分析。根据结果显示的各变项对于选择理财工具的差异以及对理财行为的影响,帮助使用者审视自身理财状况,选择合适的理财方式,为后续研究提供参考。
As an emerging financial model, internet finance is in a period of rapid development. With Alipay as its representative, various online wealth management products, such as Live Treasure, Cash Po, Is attracting a large number of customer investment and financing. Personal financial behavior will affect the personal economy and even the overall social and economic stability, so the analysis and research of investors’ financial behavior and influencing factors are particularly important. This article draws lessons from domestic and foreign scholars on financial behavior and the impact of research results, taking Yu E-treasure as an example, select the concept of financial management, monetary attitudes and living patterns as the theme, the use of questionnaires on the balance of treasure users of financial behavior analysis. According to the results of the various variables on the choice of financial instruments for the difference and the impact on financial behavior to help users look at their own financial conditions, choose the appropriate financial management, to provide reference for follow-up research.