Experimental date on the influence factors of fund managers on investors purchase intention

This experiment recruited subjects online and asked them to answer questions directly through the Internet. The same IP address can only participate in the experiment once, and the answer time is set to avoid repeated subjects and problems with low participation, so as to ensure high internal and external validity of the experiment. This paper studies the influence of fund managers' profile pictures and reputation online on investors' purchase intention in an Internet fund platform. The participants first answered the demographic characteristics questionnaire. After the task description was completed, participants were randomly assigned to four experimental groups. Then the participants clicked the Alipay link to enter the personal homepage of the fund manager and answered the questionnaire after viewing the profile picture and reputation of the fund manager.

本实验通过线上渠道招募被试，要求其直接通过互联网完成问卷作答。为规避重复参与及参与度偏低的问题，实验限定同一IP地址仅可参与一次，并设置了作答时长限制，以此保障实验具备较高的内部效度与外部效度。本研究聚焦互联网基金平台场景，探究基金经理的线上头像与在线声誉对投资者购买意愿的影响。被试首先完成人口统计学特征问卷，在任务说明环节结束后，将被随机分配至四个实验组之一。随后被试点击支付宝（Alipay）链接进入对应基金经理的个人主页，在查看该基金经理的线上头像与声誉信息后完成后续问卷。