Abstract
This paper combines behavioral finance, TRA Theory of Rational Behavior and TAM Technology Acceptance Theory to construct a research model of willingness to allocate money market funds in the context of the Internet, and proposes hypotheses about perceived usefulness, perceived risk, sustained trust, subjective norms, individual-level and platform-level characteristics. A questionnaire survey was conducted with customers using fund products, and finally 906 valid samples were collated and collected to test the hypotheses by PLS-SEM method and Bayesian network, while the moderating effects of external factors such as education level and income were analyzed exploratively. Overconfidence and behavioral inertia are found to significantly enhance the perceived usefulness, persistent trust, and subjective norms of investors in Internet money market fund products, and attenuate individuals' perceived risk of the products, which in turn increases product allocation intentions.
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