私人银行理财产品高净值客户的购买行为研究

发布时间：2018-03-06 12:04

本文选题：私人银行　切入点：理财产品　出处：《天津大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着我国个人客户持有的可投资资产规模的不断扩大,私人银行的竞争也日趋激烈。在当下国内外私人银行业务竞争激烈的市场中,为高净值客户提供优质、专业的产品和服务十分必要。本文对私人银行业务的发展和高净值人群的情况进行了详细地介绍,并指出了国内私人银行业务的前景和存在的问题。通过对学者们在私人银行理财产品相关研究工作的总结,提出了私人银行理财产品感知价值与高净值客户购买行为作用关系的研究内容。本文首先对消费者感知价值领域的研究进展和高净值人群购买行为的发展现状进行综述。其次,对私人银行理财产品的分类,现行私人银行的政策法规和我国私人银行发展趋势进行了介绍。在上述理论研究基础上,提出了私人银行理财产品高净值客户感知价值与客户购买行为的多维度构成模型。并建立了功能性价值、体验性价值、感知成本、条件价值和增值价值与重复购买、资金转移购买和溢价购买之间的15项研究假设。通过小样本调查,信度分析和效度分析,用分析的结果和深入访谈的内容对初始问卷进行调整优化,形成最终的私人银行理财产品顾客感知价值与客户购买行为关系的调查问卷。通过探索性因子分析和信度分析对最终问卷中的五个感知价值测量维度进行了结构效度和可靠性分析。运用多元线性回归的方法对私人银行理财产品感知价值的各个构成维度与高净值客户购买行为之间的影响程度进行分析。分析结果显示体验性价值对重复购买、资金转移购买和溢价购买均都具有显著的正向影响,私人银行理财产品的功能性价值对重复购买和资金转移购买都产生了显著的正向影响,高净值客户感知成本对资金转移购买和溢价购买均产生了显著的负向影响,私人银行的增值价值对重复购买和溢价购买产生了较为显著的正向影响。最后对私人银行提出了建议,希望私人银行能够切实突出理财产品的本质属性,打造专业优质的理财团队,加强产品和服务的风险监管,提供更具有针对性的增值服务。同时,提出本文研究存在的局限性,由于数据采集问题,本文对于样本数据的收集主要采取了访谈及问卷方法,这样可以比较直接、准确的了解客户对于部分产品(服务)的选择情况,如果后期能够取得比较全面、准确的数据,对于私人银行客户购买行为的研究可在本论文基础上有进一步的量化探讨。
[Abstract]:With the continuous expansion of the scale of investable assets held by individual customers in our country, the competition of private banks is becoming increasingly fierce. In the current competitive market of private banking business at home and abroad, it provides high quality for high net worth customers. Professional products and services are very necessary. This paper gives a detailed introduction to the development of private banking and the situation of high net worth people. It also points out the prospects and problems of domestic private banking business. The research content of the relationship between perceived value of financial products and purchase behavior of high net worth customers in private banks is put forward. Firstly, the research progress in the field of consumer perceived value and the current situation of purchasing behavior of high net worth people are reviewed in this paper. This paper introduces the classification of financial products of private banks, the current policies and regulations of private banks and the development trend of private banks in China. This paper puts forward a multi-dimensional model of perceived value and customer purchase behavior of private bank financial products, and establishes functional value, experiential value, perceived cost, conditional value, value-added value and repeated purchase. Through small sample survey, reliability analysis and validity analysis, the initial questionnaire was adjusted and optimized with the results of the analysis and the contents of in-depth interviews. This paper forms the final questionnaire on the relationship between customer perceived value and customer purchase behavior of financial products of private bank. Through exploratory factor analysis and reliability analysis, the paper constructs five dimensions of perceived value measurement in the final questionnaire. Validity and reliability analysis. Using multiple linear regression method to analyze the influence between the components of perceived value of financial products of private banks and the purchase behavior of high net worth customers. The results show that the experience. The value of sex on repeated purchases, Both capital transfer purchase and premium purchase have significant positive effects, while the functional value of private bank financial products has a significant positive impact on both repeated purchases and fund transfer purchases. The perceived cost of high net worth customers has a significant negative impact on both capital transfer purchases and premium purchases. The value-added value of private banks has a significant positive impact on repeated purchases and premium purchases. Finally, some suggestions are given to private banks, hoping that private banks can effectively highlight the essential attributes of financial products. Build a professional and high-quality financial management team, strengthen the risk supervision of products and services, provide more targeted value-added services. At the same time, this paper puts forward the limitations of this study, due to the problem of data collection, This paper mainly adopts interview and questionnaire methods to collect sample data, so that we can understand the customer's choice of some products (services) directly and accurately, if we can obtain more comprehensive and accurate data in the later period, The research on private bank customer purchase behavior can be further quantified on the basis of this paper.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2;F713.55

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