中文摘要：

互联网金融理财市场发展迅速,对传统银行业带来了冲击,市场需求和购买决策的变化将影响市场的发展与繁荣。文章构建了需求扩散模型,结合进化博弈理论进一步构建了购买决策分析模型,在量化分析2013至2015年市场数据的基础上,将市场发展分为两个阶段,并进行了实证研究。结果表明：市场发展第一阶段的特征明显,分析模型具有较高的适用性和实用性;市场中逐利性购买决策与依赖性购买决策比例约为1∶9;购买决策对渠道的依赖较强,但逐利性决策更理性;市场竞争出现后,渠道依赖性决策首先发生改变,而逐利性决策随长期投资回报的差异而变化。最后,文章提出对策建议,指出市场“新常态”值得继续关注,为互联网金融研究提供了思路和参考,为市场发展和创新提供了理论依据。

英文摘要：

Demand and purchase are driving the fast growing Internet finance that has tremendously shocked the traditional banking. Based on General Bass Model and Evolutionary Game Theory, this paper constructs a market demand diffusion model and purchase deci- sion model of the monetary market fund, then analyzes and discusses the Chinese market through the data from 2013 to 2015. According to the results, the analytical model is applicable to the first stage of the market development; the ratio between dependent purchase deci- sions and profit-driven purchase decisions is 9：1; dependent decisions are significantly impacted by the distribution channels and the profit-driven purchase decisions are more rational; in the competitive market, dependent decisions change before the profit-driven deci- sions as the latter is impacted by long-term return ratio. Finally suggestions are provided for market participants to adapt themselves to the ＂newly normal＂ market. This , paper may contribute to the theoretical analysis and the market innovation development of Internet finance.