个人理财产品购买影响因素研究

发布时间：2018-03-16 05:02

本文选题：商业银行　切入点：个人理财产品　出处：《广东外语外贸大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展和国民收入水平的提高,居民投资意愿和个人理财观念不断增强,金融服务需求也日渐增多。同时由于金融体系改革的深入、金融工具的逐步完善,从国外发达国家成熟的商业银行个人理财业务及产品来看,个人理财产品必将成为我国商业银行利润的重要来源。与此同时,商业银行在个人理财产品的竞争也进入了白热化,在此情况下商业银行应把握当下的客户需求,这对于提高个人理财产品的购买意愿具有重大的现实意义。本研究基于国内外文献研究,应用Venkatesh和Davis的技术接受模型,探讨个人理财产品购买意愿的影响因素。本文将影响个人理财产品购买意愿的因素界定为四个维度,即易用性感知维度、有用性感知维度、信任感知维度和风险感知维度。在此基础上,本文建立购买意愿影响因素的关系模型并形成研究假设,通过设计相应的调查问卷,对150名中国工商银行广州分行的3个营业点客户进行调查,最后运用SPSS13.0进行实证分析。本研究主要得出以下结论:个人理财产品易用性感知对顾客购买意愿具有正向影响;个人理财产品有用性感知对顾客购买意愿具有正向影响;个人理财产品信任感知对顾客购买意愿不具有影响;个人理财产品风险感知对顾客购买意愿具有正向影响;广州顾客背景特征对购买意愿具有显著性差异。根据上述实证结果,本文对个人理财产品的市场营销战略的制定提出了相关建议。
[Abstract]:With the development of economy and the improvement of national income level, residents' willingness to invest and personal financial management are increasing, and the demand for financial services is increasing. At the same time, with the deepening of the reform of the financial system, the financial instruments are gradually improved. From the point of view of the mature commercial banks' personal finance business and products in developed countries abroad, personal financial products will become an important source of profits for commercial banks in China. At the same time, the competition of commercial banks in personal finance products has also entered into a white-hot. In this case, commercial banks should grasp the current customer needs, which is of great practical significance to improve the purchase intention of personal financial products. This study is based on domestic and foreign literature research, using Venkatesh and Davis technology acceptance model. This paper discusses the influence factors of personal financial products purchase intention. This paper defines the factors of personal financial products purchase intention into four dimensions, namely, usability perception dimension, usefulness perception dimension. On the basis of this, the relationship model of influencing factors of purchase intention is established, and the research hypothesis is formed, and the corresponding questionnaire is designed. In this paper, 150 customers in Guangzhou branch of Industrial and Commercial Bank of China (ICBC) were investigated, and the empirical analysis was carried out with SPSS13.0. The main conclusions of this study are as follows: the perceived ease of use of personal financial products has a positive impact on customers' willingness to buy; Perceived usefulness of personal financial products has a positive impact on customer purchase intention; personal financial product trust perception has no effect on customer purchase intention; personal financial product risk perception has a positive impact on customer purchase intention. According to the above empirical results, this paper puts forward some suggestions on the marketing strategy of personal financial products.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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