个人消费者投资理财的行为决策研究

发布时间：2018-07-03 01:38

本文选题：个人消费者 + 商业银行　；参考：《华东师范大学》2013年硕士论文

【摘要】：随着我国经济的迅速发展,金融业改革的步伐不断的加快,金融机构之间的竞争也日益激烈。商业银行对私理财作为银行业实施业务转型的重要工具和新的盈利手段,提高其业务的市场占有率己经成为商业银行扩大生存空间的主要手段。因此,构建与国内银行业对私财富管理业务发展相匹配的消费者行为决策系统具有非常重要的意义。本文从国外关于商业银行个人理财理论研究的分析入手,以个人理财业务为研究对象,从消费者行为的角度出发,深入地研究了个人理财消费者行为决策的过程及影响因素,并编制了影响消费者行为决策的评价量表。首先,本文根据现阶段关于商业银行对私理财的理论研究,剖析了个人理财的理论本质及特征。并根据消费者行为学的基础理论内容,建立了金融消费者行为决策模型以及消费者行为决策过程的影响因子评价量表。然后,概括并总结了消费者行为决策模型的理论基础和分析方法,并根据建立的评价量表设计出一套个人理财消费者调查问卷,进行市场调查。最后对问卷调查结果进行数据处理,并利用AMOS进行数据分析,最终对假设进行了解释。结论显示,家庭生命周期对理财目标有显著的影响,而理财目标、产品购买经历、风险偏好以及财富来源均对资产配置有着显著的影响；理财知识水平、产品购买经历对理财性格具有显著的影响；理财知识水平、财富来源对财富管理习惯有着显著的影响；同时,产品购买经历对认同感却没有显著的影响。本文从金融消费者行为决策过程的角度帮助商业银行认识到消费者购买个人理财产品时的行为决策过程及其影响因素,有利于商业银行有针对性地采取相应措施加快个人理财业务的发展,提高商业银行的竞争优势。
[Abstract]:With the rapid development of China's economy, the pace of financial sector reform is accelerating, and the competition between financial institutions is becoming increasingly fierce. As an important tool and new profit means for commercial banks to carry out business transformation, private financing by commercial banks has become the main means for commercial banks to expand their living space by increasing their market share. Therefore, it is of great significance to construct a consumer behavior decision system matching the development of private wealth management business. This paper starts with the analysis of the personal finance theory of commercial banks abroad, taking personal finance business as the object of study, and from the perspective of consumer behavior, deeply studies the process and influencing factors of personal financial management consumer's behavior decision. An evaluation scale was developed to influence consumer behavior decision-making. First of all, this paper analyzes the theoretical essence and characteristics of personal finance according to the current theoretical research on private financial management of commercial banks. According to the basic theory of consumer behavior, the financial consumer behavior decision-making model and the impact factor evaluation scale of consumer behavior decision-making process are established. Then, it summarizes and summarizes the theoretical basis and analysis method of consumer behavior decision-making model, and designs a set of personal financial management consumer questionnaire according to the established evaluation scale to carry out market survey. Finally, the data of the questionnaire are processed, and the Amos is used to analyze the data. Finally, the hypothesis is explained. The results show that family life cycle has a significant impact on financial management goals, while financial goals, product purchase experience, risk preference and wealth source have significant effects on asset allocation. Product purchase experience has a significant impact on financial personality; financial knowledge level and wealth source have a significant impact on wealth management habits; at the same time, product purchase experience has no significant impact on identity. From the perspective of financial consumer behavior decision-making process, this paper helps commercial banks realize the behavior decision-making process and its influencing factors when consumers buy personal financial products. It is beneficial for commercial banks to take corresponding measures to speed up the development of personal finance business and improve the competitive advantage of commercial banks.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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