互联网金融模式下的余额理财用户投资行为分析
An Aanalysis of User's Investment Behavior Based on the Internet Finance

以余额宝为首的余额理财平台依托大数据技术吸引大量闲散资金，迅速占领了互联网金融理财市场。在技术接受与使用模型（UTAUT）的基础上，增加经济价值和感知风险两个控制变量，构建余额理财用户投资行为的影响因素模型，运用结构方程模型分析影响用户使用余额理财平台的主要因素并对模型进行修正。研究结果表明：用户的绩效期望、社会影响以及经济价值显著影响用户的投资行为意图，用户的努力期望通过绩效期望间接影响用户的投资行为意图，而投资行为意图决定用户的投资行为。
The monetary fund investment platform headed by Yu'ebao is supported by big data technology to attract a large number of idle funds and occupy the Internet financial services market rapidly. Integrating economic value(EV) and perceived risk(PR) with the UTAUT, this paper proposes a research model to investigate the determinants of user's investment behavior under the Internet financial environment in China. The results show that user's performance expectation(PE), social influence(SI) and economic value(EV) significantly affect the user's investment behavior intentions, and user's effort expectation(EE) through the performance expectation(PE) indirect effects the user's investment behavior intentions, and the user's investment behavior intentions can determine the user's investment behavior.