A Study on the Influence Mechanism of Chinese Residents’ Willingness to Allocate Assets in the Context of Confucian Culture—An Empirical Analysis Based on Structural Equation Modeling

Exploring the factors that influence the asset allocation of households can not only optimize the structure of household financial assets, but also unleash the consumption potential of financial products for residents and increase the participation rate of households in the financial market. From the perspective of culture, this paper introduces four variables: family hierarchy order, marriage intention, fertility intention and house purchase intention, and constructs a structural equation model to explore the mechanism of Confucian culture’s influence on Chinese residents’ willingness to allocate household assets. The study finds that these factors have a significant impact on the asset allocation preferences of Chinese households, with the presence of mediating effects. In addition, based on the research findings, we proposed some policy recommendations to help scholars, policymakers and financial institutions actively optimize the structure of household financial asset allocation in China.