Research on the Influencing Factors of Consumersâ€™ Willingness to buy in the Internet Financial Situation

with the rapid development of the Internet, various forms of Internet financial products emerge in endlessly, and affect individuals’ consumption patterns. However, the individual’s cognition of the concept of Internet finance is not comprehensive, and there will be a certain perceived risk in the process of making purchase decisions, which will affect their willingness to buy. Therefore, this paper introduces the theory of perceived risk to explore the impact of perceived risk on consumers’ willingness to buy in the context of Internet finance. The results show that security risk, privacy risk and psychological risk have negative effects on consumers’ purchase intention, while time risk does not have a significant influence on consumer’s willingness to buy. Introduction The Internet has become a necessity for human life. Varieties of information technology catches the high ways of Internet, beginning to serve all walks of life. The financial products such as: the balance of treasure, Baiduearned, NetEase financial management, Tencent financial management appeared from the Internet like mushrooming and affected the individual’s learning, work and lifestyle. However, the individual’s perception of Internet financial products is more focused on the balance of treasure but for other financial products is relatively unfamiliar. There is a certain perceived risk and selectivity is low, so the development of other Internet financial products market is a huge challenge enterprises facing. The Harvard University professor Bauer proposed the concept of perceived risk firstly and extended it from the psychological research to the field of marketing[1]. Cox argued that it is difficult to determine whether the effect of the product or service satisfies consumers’ desired psychological requirement because the individual does not accurately predict the result of his purchase behavior[2]. So consumers make a decision in the purchasing will have a certain psychological risk that is called perceived risk. Nena Lim considered that if consumers feel this risk psychologically, they will form more negative mood and then generate different psychological hints: to promote their own facing the risk to continue to complete the purchase, or to eliminate the idea of buying and then reduce the risk to achieve inner balance[3]. In view of this, this paper introduces the theory of perceived risk to explore the impact of perceived risk on consumers' willingness to buy in the context of Internet finance. The Effect of Perceived Risk on Consumers' Willingness to Buy Bauer argued that perceived risk is a concern of consumers about the ignorance of their own purchase process results[1]. Jacoby and Kaplan considered that perceived risk has five dimensions of economic, functional, physical, psychological and social[4]. Stone and Gronhaug proposed the sixth dimension on the basis of Jacoby and Kaplan theory: time risk, that is, the time and energy uncertainty that could occur during the whole process of purchasing and a product would also lead to loss of purchase[5]. The Bhatnagar thought that in the online shopping scenario, economic risk, This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Copyright © 2017, the Authors. Published by Atlantis Press. 225 2nd International Conference on Education Technology and Economic Management (ICETEM-17) Advances in Social Science, Education and Humanities Research (ASSEHR), volume 168