Abstract
The purpose of this paper is to study the behavior of college students in purchasing funds and their influencing factors. By distributing online and offline paper questionnaires to college students in Pudong New Area, Shanghai, and at the same time, obtaining first-hand information about college students' fund purchasing through the Internet. According to the survey results of the questionnaire, followed by the analysis of the characteristics of the fund purchasing behavior of college students in Pudong New Area, using the decision tree model to analyze the fund purchasing behavior and purchasing decision, through the questionnaire research and the Zhihu comment crawler to draw the word cloud diagram to derive the different influencing behaviors of college students on the purchase of funds, and the use of LDA sentiment analysis model to derive the double comments of college students in Pudong New Area on the attitude of fund purchasing. The following main conclusions were obtained through this research study:1) Social media communication has become a key factor influencing fund purchases, with college students prioritizing news media and online bloggers for initial understanding before purchasing funds;2) College students' purchase of funds is highly enthusiastic but mostly experimental. Due to their insufficient understanding of the fund market and small sources of income, they choose low-risk funds for experimentation. Undergraduates' financial knowledge is shallow and their ability to bear economic risks is weak, and they lack sufficient knowledge and experience in financial literacy. Finally, the correlation suggestions are put forward: refuse to blindly follow a single source of information to buy funds; some undergraduates have little financial knowledge and buy more impulsively; keep a good mindset of long-term investment, not caring about the momentary gains and losses.
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