Abstract
Internet financial wealth management product(IFWMP) has recently been one of the most popularity. There is limited quantitative research on IFWMP which can helps customers to choose the products based on the significance of each factor. In the paper, a multi-criteria decision-making model of IFWMP was developed, namely analytic hierarchy process (AHP) which is used to make decisions to the unstructured problems through quantifying weights of each criterion. This paper investigated ten influential factors relevant to the purchase of IFWMP and analyzed the frequency of collected responds to show the significance of factors. Based on the quantified weights, the result of the research indicated that compatibility, product liquidity, perceived ease of use and perceived usefulness affect the investors purchasing behaviors most that every investors should pay great attention to.