Research on the Purchase Intention of New Generation Farmers’ Internet Financial Products

The rapid development of Internet finance provides a reference for solving rural fund financing. This paper innovatively expands the theory of planned behavior by conducting an online questionnaire survey on the purchase of Internet financial products by emerging purchasers such as the new generation of farmers and combines the latent variables of Internet financial management goals, behavior attitudes, subjective norms, and perceived behavior control to apply structural equation modeling and studying the purchase intention of Internet financial products of the new generation of farmers. The results of the study found that financial goals, Subjective Norms, and perceived behavior control all have a positive and significant impact on the purchase intention of financial products. Behavior attitudes, subjective norms, and perceived behavior control to apply structural equation modeling and studying the purchase intention of Internet financial products of the new generation of farmers.