CAJ | 학술논문

在互联网金融已经成为一种重要的商业模式的背景下,网上理财也逐渐成为消费者认可和选择的较为便利的主要理财方式。然而,网上理财给消费者带来方便和高收益的同时,也带来了相应的风险。对于网上理财而言,消费者所感知到的具体风险,对其进行网上理财有着重要的影响。探索消费者网上理财感知风险的具体构面,对互联网金融企业制定消除消费者感知风险策略、消费者减少理财行为所产生的不必要损失都具有较强的现实指导意义。
재호련망금융이경성위일충중요적상업모식적배경하,망상리재야축점성위소비자인가화선택적교위편리적주요리재방식。연이,망상리재급소비자대래방편화고수익적동시,야대래료상응적풍험。대우망상리재이언,소비자소감지도적구체풍험,대기진행망상리재유착중요적영향。탐색소비자망상리재감지풍험적구체구면,대호련망금융기업제정소제소비자감지풍험책략、소비자감소리재행위소산생적불필요손실도구유교강적현실지도의의。
The Internet finance has become an important business model. In the background,online financing has gradually become a main way recognized and chosen by consumer because of its convenience. However,when online financing brings convenience and high return to consumers,it will also bring corresponding risks. For online financing,the risk perceived by the consumer has an important influence on the online financing.Revealing the dimensions of perceived risks of online financing has the strong practical guiding significance to internet financial enterprises which formulate the strategies to eliminate perceived risks of consumers,and to consumers who reduce the unnecessary losses generated by financing behavior.