• Login
  • Register
  • Search

Empirical Study on the Purchase Intention of Silver Hair Groups of Internet Financial Products —— Taking Guiyang Area as an Example

Hongyi Zhang


Since the 1990s, the financial development of western developed countries and regions has been extremely rapid, producing comprehensive and diversified Internet financial services covering banking, securities and insurance. Since the beginning of the 21st century, the rapid development of Internet technology has also injected fresh blood to China's financial industry, which has been in the process of reform. With the involvement of Internet enterprises in the financial industry, China's Internet finance has gradually formed a concept, which is closer to people's life, producing a unique development pattern. In an aging Chinese society, aging is no longer a new word. According to the seventh national census, the population aged 60 and above has exceeded 264 million, accounting for 18.70 percent. According to the latest WHO standards, middle-aged aged 45 to 59 are aged over 60 years old. Generally speaking, "silver hair" refers to mobile Internet users over the age of 45 years old.


Silver Hair Group; Internet Financial Products; Purchase Intention; Perceived Value Theory; SPSS Data Analysis

Full Text:


Included Database


Xie P, Zou CW, Research on Internet Finance Model [J]. New Financial Review, 2012 (1): 50.

Guo YH. Research on the influencing factors of investors choosing Internet financial products [D]. Beijing University of Posts and Telecommunications, 2015.

Cui QS, Liu YF, Zhang JJ. Study on residents' Participation of Internet Finance investment and financial management —— Based on the analysis of survey results in Fuyang area [J]. Journal of Fuyang Vocational and Technical College, 2022,33 (04): 90-93.

DOI: http://dx.doi.org/10.18686/fm.v8i2.6594