中图分类号：F832 文献标识码：A DOI：
10.3969/j.issn.1003|8256.2017.05.006

Abstract： With the rapid development of Internet finance， many products have spread through the Internet mepa to the average consumer. In order to study the influencing factors of Internet financial products consumers in the selection of Internet financial products， this paper explores the important influencing factors through qualitative research based on grounded theory， and selects the risk of loss， income， product reputation， the crepbility of the company and so on. Then introduced the nested Logit model to construct the consumer Internet financial product selection model， and through the research data on the model of the empirical verification. The empirical results show that consumers' Internet financial product selection process can be pvided into two stages. The first stage is the choice of product type， the income and the risk of loss are the important factors influencing the product type selection. The second stage is the product type.The choice of specific products， product reputation is an important factor affecting the choice of specific products， the interaction between the two stages and ultimately affect the selection results.

Keywords： Internet financial products； Consumer choice behavior； Rooting theory； Nested Logit model

0 引言

现在，伴随国内宏观经济增速放缓，人民币对USD汇率走低，理财收益率日趋降低，部分银行甚至出现了利率“倒挂”的状况。以网络为销售途径的金融商品以其底价格、高收益、低门槛等优势遭到越来越多的买家喜爱。同时，买家在进行网络金融商品选择时所面临的问题复杂多变，投资者一般基于风险、流动性、安全性等各种原因去综合评判网络金融商品的价格，并进而影响到买家对商品的选择。