The Impact of Risk Perception, Risk Preference, and Financial Literacy on Chinese Internet Investment Behavior

This study explores the impact of risk perception, risk preference, and financial literacy on Chinese internet investment behavior. With the rapid growth of digital finance in China, internet investment has become a significant avenue for individuals to engage with various financial products and services. Understanding how these factors influence investment decisions is crucial for promoting rational investment behavior and enhancing financial literacy among investors. The research adopts a quantitative approach, utilizing data collected through questionnaires distributed to Chinese investors. The study aims to examine the relationships between these key variables and how they shape internet investment behaviors. Descriptive statistics were used to analyze the collected data, followed by regression analysis to determine the significance of each factor. The findings provide valuable insights for investors, financial institutions, and policymakers, helping to improve risk management strategies and support the sustainable development of China's internet finance sector.