Keywords
Analytic hierarchy process (AHP)
Compatibility
Product liquidity
Purchasing behaviors
Submitted : 2021-07-31
Accepted : 2021-08-15
Published : 2021-08-30
Abstract
Internet financial wealth management product (IFWMP) has recently been one of the most gained popularity. There are limited quantitative research on IFWMP which can help customers to choose products based on the significance of each factor. In this paper, a multi-criteria decision-making model for IFWMP was developed, namely the analytic hierarchy process (AHP) which is commonly used to make decisions for 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 response to show the significance of the factors. Based on the quantified weights, the results of the research indicated that compatibility, product liquidity, perceived ease of use, and perceived usefulness affected investors purchasing behaviors and that every investor should pay great attention to.
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