Analysis on the Utility Function of Consumers' Choice of Internet Financial Products

DOI

10.2991/emcs-17.2017.342How to use a DOI?

Keywords

Internet finance industry; Customers' choice; Utility function

Abstract

The Internet economy era is an ear with "surplus information but scarce attention". When transmitters of brands in the Internet finance industry seek a technical method to match customers' scarce attention with massive information, they can know what product elements are of customers' concern and what factors affect customers' choice, so they can easily understand and accurately grasp the information that can move customers. Thus it can be seen that todays' customers' choice of Internet finance brands is subject to the influence of various factors. After obtaining the information of customers' interest, customers can understand and compare the brands to get the maximum utility portfolio and pursue the maximum individual utility of customers with certain range of brands according to the product attributes and brand transmission attributes and then make the consumption decisions. Starting from the real choices of customers in China's Internet finance industry, this paper selects to study the factors affecting customers' consumption choices in the current Internet finance industry from the perspective of brand transmission and reconstruct to consider the utility function of brand transmission factors based on this so as to provide references for researches and real business managers of brand transmission.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - En Deng
AU  - Ming Zhao
PY  - 2017/03
DA  - 2017/03
TI  - Analysis on the Utility Function of Consumers' Choice of Internet Financial Products
BT  - Proceedings of the 2017 7th International Conference on Education, Management, Computer and Society (EMCS 2017)
PB  - Atlantis Press
SP  - 1796
EP  - 1802
SN  - 2352-538X
UR  - https://doi.org/10.2991/emcs-17.2017.342
DO  - 10.2991/emcs-17.2017.342
ID  - Deng2017/03
ER  -