中文摘要：

从经典定价理论和传统金融利率理论角度，分析确定影响互联网金融利率的主要因素，再根据网贷之家和样本P2P网站的实证得出，社会公众对互联网金融风险的控制主要依赖于互联网金融平台的品牌值的高低、经营时间的长短和信息披露的充分程度，而不是关注平台究竟采取了哪些风险控制措施。究其原因，在于第三方担保、风险准备等风险控制措施相对于平台的中断风险和平台项目的信用风险显得杯水车薪；与传统商业银行相比，其共同点在于信息披露对利率的影响作用上，不同点在于品牌值、经营时间等变量对银行理财利率影响并不显著。这表明公众投资者更加注重直观、直接的方式了解投资项目、规避违约风险。

英文摘要：

The interest of Internet banking is an important part of the study of financial internet behavior and financial risks. From the perspectives of classic pricing theory and traditional financial theory of interest, this paper analyzes the main factors determining the im- pact of the Internet financial interest based on samples from Positive net loan House and P2P website, and draws the conclusions as follows：The public＇s judgments on Internet financial risk control is mainly influenced by internet financial platform brand value, the length of management time and the adequacy of information disclosure rather than risk - control measures. This is mainly because risk - control measures like the third - party guarantee and risk preparations are much less important than platform -breaking and platform project credit. Compared with traditional commercial banks, Internet financing shares the similarity that information disclosure has influence on interest rate; the difference between the two is that variables like brand value, operating hours have insignificant influence on bank financial interest rates for Internet financing. This suggests that public investors are prone to learn about investment projects and avoid the risk of default by intuitive and direct ways. By analyzing the public＇s selection on Internet financial programs, the conclusions have implication for how Internet banking platform reducing operating costs and expanding profits and traditional commercial banks expanding Internet banking business.