个体客户对互联网金融接受度调查及对策分析毕业论文_会计学毕业论文

个体客户对互联网金融接受度调查及对策分析毕业论文

2021-04-14更新

摘 要

随着互联网金融在我国的迅猛发展,互联网开始成为我国传统金融发展的主要载体,传统的金融业受到冲击。新型的金融模式诞生,个体居民理财方式的种类变得更加多样。本文采用实证分析的方法,从理财角度出发,通过问卷分析,研究个体客户对于互联网金融的接受度,阐述互联网金融理财产品对于个体客户理财方式产生的影响与转变,并提出对策。实验分析表明,从个人特质方面来说,年龄和风险偏好因素对于人们是否选择互联网金融有一定影响,中青年人偏好风险,希望获取较高收益,越易接受互联网金融;从互联网金融理财产品特征及收入角度分析时,可以发现月可支配收入对于是否使用互联网金融有显著的影响,只有当月可支配收入提高时,人们会越多的去使用互联网金融理财产品,并且随之投入金额的比例会增加,会将少部分的闲散资金存入银行,从而认为对于银行业的存款业务冲击较大,选择的理财方式也更加多样;其他特征影响不是很显著。文章最后从合理按照收入划分目标客户群体及互联网金融行业持续发展的角度出发,提出合理的建议。

关键词:互联网金融;个体客户;接受度

The Research and Advice on Adoption of E-Finance among Individual Customers

ABSTRACT

With the rapid development of e-finance in China, the Internet has gradually become the main carrier of traditional finance in our country, threatening the survival of the traditional way of development of the finance. New financial models also provide more choices for individual customers to invest. The paper analyzes the adoption of e-finance among individual customers by sending out questionnaires and using empirical analysis method, illustrating the influences and changes on the way individuals invest or manage their money and providing necessary suggestions. From the side of characteristics of the individuals, the results show that age and risk preference factor matter a lot to the adoption of e-finance. Mid-aged individuals or the person who prefers some risky and profitable methods are more likely to adopt the e-finance. From the side of the characteristics of the e-finance and the revenues, the revenues have an certain effect on the adoption. The higher the revenues, the more likely and the more percent of rest money to invest in the e-finance. There will be less money saved in the bank and give more choice for the individual customers. Other characteristics do not obviously matter. At the end of the paper, we propose some advice on how to properly divide the customers by different revenues and how to maintain a sustainable development of e-finance.

Key words:E-Finance;Individual customers;Adoption

目 录

1 引言 – 1 –

1.1 选题背景与意义 – 1 –

1.2 研究现状 – 1 –

1.2.1 关于互联网金融概念的研究 – 1 –

1.2.2 关于互联网金融模式的研究 – 2 –

1.2.3 关于互联网金融影响因素的研究 – 4 –

1.3 研究内容与研究方法 – 5 –

1.4 本文特色及不足 – 6 –

2 当前中国居民的理财方式及其影响因素 – 7 –

2.1 理财产品种类 – 7 –

2.2 影响个人理财方式选择的因素 – 8 –

2.3 个人理财方式的转变 – 9 –

3 调查数据及分析 – 10 –

3.1 分析框架与问卷设计 – 10 –

3.1.1分析框架 – 10 –

3.1.2问卷设计 – 10 –

3.2 数据来源 – 11 –

3.3 描述性统计 – 11 –

3.4 分析过程 – 12 –

3.4.1 个人特质影响个体客户对互联网理财产品接受度的分析 – 12 –

3.4.2 收入和产品特性影响个体客户对互联网理财产品接受度的分析 – 16 –

3.4.3 收入影响个体客户投入互联网金融理财产品闲散资金比例的分析 – 17 –

4 结论与建议 – 19 –

4.1 结论 – 19 –

4.2 建议 – 19 –

致 谢 – 21 –

参考文献 – 22 –

附录A – 24 –

表 3-1 描述性统计 – 11 –

表 3-2不同性别和年龄的个体客户对互联网金融理财产品的选择 – 12 –

表 3-3不同教育程度的个体客户对购买互联网金融理财产品的选择 – 14 –

表 3-4不同风险偏好的个体客户对互联网金融理财产品的选择 – 15 –

表 3-5效度分析 – 16 –

表 3-6方程中的变量 – 16 –

表 3-7不同月可支配收入下投入互联网金融理财产品占其月闲散资金的比例 – 17 –

图 3-1 分析框架 – 10 –

图 3-2不同性别和年龄的个体客户对互联网金融理财产品的选择 – 13 –

图 3-3不同教育程度的个体客户对购买互联网金融理财产品的选择 – 14 –

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