This article takes the personal characteristic as a point of penetration,through a literature review, put forwards three antecedents factors,that are personal innovation, product cognition and perceived risk, focusing on the relationship among the there factors,the conceptual model was tested by structural equation model .The findings are that all of the above three aspects influence the choice of the Internet financial products. They also mutual influence between the three, personal innovation has a positive impact on product cognition and gives a negative impact on perceived risk, at the same time, product cognition affects the perceived risk negatively .