A Study on Behavior of Personal Internet Wealth Management Based on the Double Standards of “Perceived Risk and Perceived Value”
SUN He1, REN Jin-zheng1, WANG Bei-bei2
1.College of Economics and Management, China Agricultural University, Beijing 100083, China; 2.School of Economics, Beijing Wuzi University, Beijing 101149, China
Abstract：
Based on Partial Least Square-Structural Equation Model (PLS-SEM) and data of 1678 valid samples, this paper establishes a double-standard behavioral model that explores the impact of risk and value on personal Internet financial behavior. The empirical results show that subjective feelings have an important impact on individual behavioral outcomes. When the concept of decision criteria is rationally expanded, the resulting double standard model incorporating perceived risk and perceived value can better explain personal Internet financial management behavior. Among the two standards, the risk standard enjoys dominance, which is most prominently represented by dimensions of psychological risk and financial risk. The value standard is negatively affected by the risk standard, whose major dimension is its functional value.
SUN He, REN Jin-zheng, WANG Bei-bei.A Study on Behavior of Personal Internet Wealth Management Based on the Double Standards of “Perceived Risk and Perceived Value”[J] Economic Survey, 2019,V36(5): 151-157
2019 
