Perceived risk, purchase intention, and purchase behavior in internet financial products

International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 9

Available Online25 August 2023


Yang, Qianyun
Graduate School, Lyceum of the Philippines University – Batangas, Philippines


Internet finance comes into being under the cross-application of Internet technology and financial industry. From the perspectives of product characteristics and consumers, combined with the characteristics of Internet financial products, this paper studies the risk perception, purchase intention and purchase behavior of investors in the face of Internet financial products, and determines the influence of the three factors on the purchase decision of Internet financial products. To be specific, individuals can experience risks from the five aspects of finance, privacy, time, psychology, and society when purchasing Internet financial products. The purchase intention of investors willingness and actual action is related to personal cognition and platform products. The factors involved in personal cognition mainly include individual characteristics of investors, financial literacy of investors and emotional value of consumers. Platform products are mainly reflected in the platform prominence, profitability; Purchasing behavior is measured by perceived usefulness, perceived ease of use, behavioral. This paper analyzes the results of data collected through questionnaires. Quantitative analysis method was adopted, and multivariate statistical analysis was carried out on the data content of questionnaire feedback based on SPSS software, including descriptive analysis, correlation analysis and regression analysis. The results of quantitative analysis were organically combined to form a comprehensive framework for purchasing decisions of Internet financial products. The results show that there is an important relationship between the three factors. People’s irrational behavior in investment is obvious. The higher the perceived risk of time, privacy, society, and psychology, the higher the purchase intention, but the higher the financial risk, the lower the purchase intention. The higher the awareness of the product and platform, the more obvious and higher the purchase intention; The higher the usability and usefulness of Internet financial products, the higher the actual purchase behavior. At the same time, it is necessary to strengthen investor education and build a more convenient, intuitive, and diversified platform. Design Internet financial products that can reflect the needs of different groups and realize precision marketing strategies to promote the development and sales of Internet financial products.

Keywords: financial product, perceived risk, purchase behavior, purchase intention, internet



Cite this article:
Yang, Q. (2023). Perceived risk, purchase intention, and purchase behavior in internet financial products. International Journal of Research Studies in Management, 11(9), 141-153.