A Study on the Effect of Investor Characteristics on Investment Intention of Fund Products and the Moderating Effect of SNS Use

This study conducted an empirical analysis to confirm the characteristics of investors on individual investors' willingness to invest in fund products, that is, investment intention, and to analyze the moderating effect of SNS use between individual investors' characteristics and fund product investment intention.As a result of empirical analysis, first, it was found that among the characteristics of investors, self-confidence, risk acceptance tendency, and social interaction had a positive effect on investment intention.Second, the use of SNS was found to have a moderating impact on the relationship between the influence of self-confidence, risk acceptance tendency, financial knowledge, and social interaction on investment intention among the characteristics of investors.The above research results means that first, individual investors with investment intentions should consider obtaining more efficient investment means and stable investment returns through using various information channels to obtain information on financial investment products and knowledge necessary for financial investment.However, confidence or expectations of excessive investment returns should be avoided by relying only on the investment experience of the investor's past investment returns.Second, individual investors considering fund investment can expect more stable investment and return on investment if they check information related to fund investment, such as stability, profitability, liquidity, various information on new financial investment products, similar investment experiences, and financial knowledge through SNS.However, verifying the information related to the investment exposed on SNS must be done before the investment.This emphasis on the importance of verification should make the audience feel cautious and responsible.However, this study has a limitation in that the study was conducted only for individual investors with investment experience in fund products.In future studies, if a study is conducted on the characteristics of investors comparing fund products released in Korea with fund products released overseas, it is believed that research results that can be helpful in improving the current domestic fund products and developing fund products favored by individual investors can be drawn.Finally, it is hoped that the results of this study can be used as basic data necessary for rational investment decision-making when investing in fund products.