基于RBF神经网络的互联网理财产品购买意愿的实证研究

摘要

With the rapid development of the Internet financial industry, the Internet financial products emerge as the times require, and their competition increased quickly. In the face of the fierce market competition, the research on consumer purchase behavior, especially the consumer purchase intention is very valuable to practitioners and academia. In view of this, this paper used RBF neural network with optimal approximation properties and global optimal properties to simulate the Internet financial products purchase process, performed an empirical analysis on the factors affecting consumers purchase decision, and put forward reasonable suggestions for enterprises to enhance the competitiveness of Internet financial productsthrough the further study on the Internet ifnancial product purchase behavior.%随着互联网金融行业的快速发展，互联网理财产品随之兴起，且竞争日益加剧。面对激烈的市场竞争，对互联网理财产品的消费者购买行为，特别是消费者购买意愿的研究对实务界和学术界都是十分有价值的。有鉴于此，本文利用具有最佳逼近性能和全局最优特性的RBF神经网络来模拟研究互联网理财产品的购买过程，对影响消费者购买意愿的因素进行实证分析，并通过对互联网理财产品购买行为的进一步探讨，为企业增强互联网理财产品竞争力提出合理化建议。