By constructing an index system from the dimensions of profitability, security, liquidity and herd effect, and studying the investment motivations of 303 students with factor analysis method, this paper has the following findings:1.College student investment motivations are mainly influenced by the factors of risk/return tradeoff, herd mentality and investment strategy.2.In terms of the weight of influence, risk/return tradeoff has the greatest impact followed by herd mentality and investment strategy in sequence.3.College students who invest in different financial products have different motivations.The paper finally suggests that students need to learn more investment strategies, that colleges should carry out Internet finance education to correct deviant investment motivations, and that the government should improve the long-term mechanism for Internet finance risk-based regulations.%通过构建包括盈利性、安全性、流动性和从众性等维度的指标体系, 运用因子分析法对303位样本大学生的互联网金融投资动因进行实证研究, 结果发现: (1) 从总体上看, 大学生的投资动因主要包括风险收益因子、从众心理因子和投资策略因子; (2) 根据影响权重分析, 风险收益因子影响最大, 从众心理和"羊群效应"也会影响大学生的投资行为, 而投资策略有待提高; (3) 投资不同互联网金融业态产品的大学生, 其动因具有异质性.大学生要掌握互联网金融投资策略, 高校要有针对性地开展互联网金融教育并纠正投资动因偏差, 政府部门要完善互联网金融风险监管长效机制.
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