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随着互联网的迅速发展,金融行业也迎来了革新。互联网金融的横空出世,改变了人们的金融服务习惯,由此带来了其对互联网金融需求的不断增加。本文立足于互联网+的时代背景下,以嗅觉最灵敏的大学生为研究对象,通过对武汉市八所高校的实地调研,了解大学生对互联网金融的认知程度、投资经历、风险态度等方面,综合了解其对互联网金融的需求情况,进而在调研数据上运用效度分析、信度分析、因子分析挖掘影响大学生互联网金融需求的影响因素,实证结果显示,风险因子、投资因子、态度因子是影响大学生互联网金融需求的主要因素。其中,投资因子的分值最高,是大学生互联网金融需求的最主要影响因素。基于上述结论,最后从政府、金融机构、大学生自身三个角度提出可行性对策建议。
With the rapid development of the Internet, the financial industry also ushered in innovation. The advent of Internet finance turned out to have changed people’s financial services habits, which brought its ever-increasing demand for Internet finance. Based on the era of Internet +, this paper takes the college students with the most sense of smell as the research object. Through the field survey of eight colleges and universities in Wuhan, we can understand the college students’ cognition, investment experience and risk attitude towards internet finance, Understand the demand for internet finance, and then use the validity analysis, reliability analysis and factor analysis to research the influencing factors that affect the Internet financial demand of college students in the survey data. The empirical results show that the risk factors, investment factors and attitude factors are influencing college students The main factor of Internet financial demand. Among them, the highest score of investment factor is the most important factor affecting college students’ internet finance demand. Based on the above conclusions, the author puts forward feasible suggestions from the perspective of government, financial institutions and college students themselves.