Should I Select Him? The Impact of Fund Manager’s Profile Information Online on the Investors’ Purchase Intention

This study draws on bandwagon perception theory and social presence theory to examine how fund managers’ personal profile information (PPI)—specifically profile photos and online reputation—on third-party internet fund platforms influences investors’ purchase intention via trust. An online experiment involving 404 participants reveals that online reputation has a significant impact on both affective and cognitive trust, whereas profile photos primarily affect affective trust. Trust, in turn, positively influences purchase intention. The findings underscore the importance of establishing investor confidence before any face-to-face contact and clarify the distinct roles of different PPI elements in subsequent investment decision-making, offering actionable insights for online fund management practice.