FACTORS INFLUENCING FINANCIAL INVESTMENT OF CHINESE MIDDLE-INCOME FAMILIES, KUNMING, YUNNAN

This study aims to examine the relationship between demographic characteristics and various financial investment products and explore risk preferences' influence on financial investment decisions among middle-income families in Kunming. Data were collected through a survey of 400 financial investors. The statistics used to analyze the data were descriptive statistics, including frequencies, means, and standard deviations, and inferential statistics, including the independent sample t-test, one-way ANOVA, LSD, and multiple linear regression. The findings indicate that the age difference, total household assets, household debt types, and household debt expense significantly affect financial investment decisions differently. At the same time, gender and educational background do not have significantly different effects. Risk preference significantly influences the choice of financial investments, with risk-averse investors negatively influencing all investment types. In contrast, risk-seeking and risk-neutral investors exhibit positive influences. This study provides contemporary insights into how the post-pandemic era has reshaped financial decision-making processes, offering interpretations of risk preferences and financial investment recommendations for investors in Kunming.