CAJ | 학술논문

互联网金融是近两年研究的热点问题。在文献研究的基础上，首次结合计划行为理论和创新扩散理论建构互联网金融理财行为模型，探讨互联网金融理财行为形成过程。研究结果表明，互联网金融理财行为模型可以较好地解释民众互联网金融理财行为：“理财目标”对“信息搜寻”具有明显影响，有61％的解释度；该模型同时解释了45％的“沟通交流”变量和47％的“理财意愿”变量；“沟通交流”与“理财意愿”之间存在着较显著的正相关关系。
호련망금융시근량년연구적열점문제。재문헌연구적기출상，수차결합계화행위이론화창신확산이론건구호련망금융리재행위모형，탐토호련망금융리재행위형성과정。연구결과표명，호련망금융리재행위모형가이교호지해석민음호련망금융리재행위：“리재목표”대“신식수심”구유명현영향，유61％적해석도；해모형동시해석료45％적“구통교류”변량화47％적“리재의원”변량；“구통교류”여“리재의원”지간존재착교현저적정상관관계。
Online wealth management has been a hot issue in recent years .According to the literature review ,this paper establishs online wealth managerial behavior model and discuss the process of the behavior ,combining the theory of planned behavior with the innovation diffusion theory initially .The result shows the model can well explain the behavior of individuals managing money through the Internet .'Goal of financing'has great influence on 'information seeking',accounting for 61% respectively .At the meantime ,the model explains 45% of'communication'and 47% of'intention'.'Communication'and'intention'have significant positive correlation .