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/).
Cite this article
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 -