基于顾客忠诚的消费者购买意愿影响因素实证研究 ——以商业银行金融理财产品零售为例

发布时间：2017-04-17 15:17

摘  要

随着居民收入水平的提高，投资需求增加，而对应于竞争激烈的各种产品而言，如何通过培育和维护忠诚顾客群成为企业生存和发展的关键。尤其是金融行业，随着利率市场化与金融自由化趋势日渐明显，金融理财产品的多元化与多层次性特征决定了其竞争性相较于一般产品而言更是激烈。金融理财产品的消费与购买，与一般产品一样，往往都是老顾客给企业带来的边际利润更高于新顾客，因此，基于培养客户忠诚度提高顾客对金融理财产品的购买意愿，不仅能够从具体的金融理财产品上实现金融机构的利润空间，更能够为金融机构在日益白热化的竞争中增强竞争力与抢占市场份额，实现客户使用价值向企业价值的让渡，塑造良好与可供信赖的企业品牌形象。而且，金融业作为提供资金融通服务的第三产业，受到技术的冲击无论是从业务产品还是从服务种类，都出现了多元化的发展方向。如何保证与提高金融产品零售业务的客户忠诚度，是保证金融机构资金来源与产品多元化时代利润来源的需求动力。
本文从消费者的角度出发，探究消费者在金融理财产品多元化发展的当下，对理财产品购买意愿的影响因素运用实证分析，希望能从消费者角度对金融理财产品的发展提供参考性意见；同时也为金融自由化快速发展的当下，从消费者或客户主体角度出发深化挖掘金融机构的资金与利益获取源泉、渠道奠定基础。本文以消费者行为理论中理性行为理论、计划行为理论及科技接受模型为研究的基本框架进行归纳总结，探讨消费者对金融理财产品购买意愿的影响因素，希望通过实证研究在这方面做有益探索和一定的研究贡献。
研究发现，根据感知变量对消费者忠诚度的影响来看，感知盈利、感知风险被剔除。实际上，这与互联网金融理财产品市场的竞争激烈程度有关，消费者在购买零售理财产品时，市场上产品的同质性通过不断的价格比较（收益率），已经无法显示出多大的竞争性优势。客户对商业银行零售互联网理财产品的购买的偏好，往往是处于对商业银行营业网点与传统业务的依赖，也即以互联网理财产品为代表的商业银行零售业务个体特征，并决定以消费者购买意愿表示的消费者忠诚度。在加入调节变量转换成本、品牌形象、品牌价值后，整体变量对消费者忠诚度的整体回归解释程度增强其中，品牌形象、品牌价值就是对商业银行系统内自身的商誉的描述，能够解释一部分消费者忠诚度偏好；而转换成本则体现了互联网零售理财产品的技术创新性、互联网银行平台的制度规范性，转换成本越高，消费者机会成本增加，购买意愿降低，极大影响了消费者忠诚度。因此，，品牌形象、品牌价值以及二者联合对消费者忠诚度的正相关关系得到了验证，而转换成本这一技术、制度门槛甚至是体现商家自信度的关键调节变量，对消费者忠诚度的影响效果是明显的。
关键词：忠诚度    购买意愿    互联网    理财产品    零售业务 

Abstract

With the increase of the income level of residents, the increase of investment demand, which corresponds to a variety of competitive products, how to cultivate and maintain loyal customer base has become the key to the survival and development of enterprises. Especially in the financial industry, with the trend of interest rate liberalization and financial liberalization, the diversification and multi level characteristics of financial products have decided that it is more competitive than general products. Financial products and consumer purchase, and general products, profit margins are often old customers to bring more than new customers, therefore, to cultivate customer loyalty and enhance customer purchase intention based on financial products, financial institutions can not only realize the profit from specific financial products, more able to for financial institutions in the increasingly intense competition to enhance the competitiveness and market share, customer delivered value to the enterprise value, and create a good corporate brand image and trust. Moreover, the financial industry as the third industry to provide financial services, by the impact of technology, whether it is from the business product or from a variety of services, there has been a diversified development direction. How to ensure and improve the customer loyalty of financial products retail business, is to ensure the financial institutions of the source of funds and product diversification era of demand for profit sources.

This paper from the perspective of consumers, consumers in the exploration of diversified development of financial products at present, analysis of the impact on the financial product purchase intention by empirical factors, hoping to provide reference for the development of financial products from the perspective of consumers; at the same time as the rapid development of financial liberalization and capital deepening of the moment, mining interests of financial the source and channel access mechanism to lay the foundation from the perspective of consumer or customer subject. In this paper, the basic framework of rational behavior theory of consumer behavior theory, theory and technology acceptance model of planned behavior are summarized, the influence factors on the consumer purchase intention of financial products, hope to do some beneficial exploration and research contribution in this field through empirical research.
The study found that, according to the impact of perceived variables on the impact of consumer loyalty, perceived profitability, perceived risk is removed. In fact, the Internet financial products and intense competition in the market, consumers in the purchase of retail financial products on the market, product homogeneity by comparing the constant price (yield), has been unable to show much competitive advantage. Customers of commercial bank retail Internet banking product purchase preference is often in reliance on commercial bank outlets and traditional business, namely to Internet financial products on behalf of the retail business of commercial banks for individual characteristics, and decided to purchase intention in the consumer loyalty to consumers. In adding the adjustment variable switching costs, brand image, brand value, the overall variables on consumer loyalty regression to explain the extent of enhancement, brand image, brand value is on its own commercial banks within the system of goodwill description, can explain a part of consumer preference and loyalty; switching cost reflects the normative system of Internet retailing financial product innovation, Internet banking platform, switching cost is high, consumers increase the opportunity cost, the purchase will reduce, which greatly affect the consumer loyalty. Therefore, brand image, brand value and the combination of the two positive correlation of consumer loyalty has been verified, and the conversion cost of this technology, the system threshold even embodied key business confidence variable effect on consumer loyalty is obvious.
Key words: loyalty purchase intention Internet financial products retail business

目   录
摘  要 2
Abstract 3
1. 绪论 7
1.1 研究背景 7
1.2 研究问题的提出 7
1.3 研究目的和内容 7
1.3.1 研究目的 7
1.3.2 研究内容与创新之处 8
1.4 研究方法和技术路线 9
1.4.1 研究方法 9
1.4.2 技术路线 9
1.4.3论文的结构 10
2. 文献综述 13
2.1 顾客忠诚驱动的理论 13
2.1.1 顾客满意驱动理论 13
2.1.2 顾客价值理论 14
2.1.3 顾客满意---价值双驱动理论 14
2.1.4 以转换成本为决策变量的顾客忠诚行为选择模型 15
2.2 零售银行业务 17
2.2.1 零售银行业务 17
2.2.2 中国的零售银行业务 17
2.2.3 驻外的零售银行业务 18
2.2.4 零售银行业务的发展困境 18
2.3 消费者购买意愿与消费者忠诚度 19
2.3.1消费者购买意愿 19
2.3.2 消费者忠诚度 19
2.3.3消费者购买意愿与消费者忠诚的关系 20
2.4 国内外有关消费者购买意愿的研究现状 20
2.4.1 消费者满意与消费者购买意愿的关系研究 20
2.4.2 消费者忠诚与消费者购买意愿的关系研究 20
3.研究模型设计---基于顾客忠诚模型的影响因素构造 22
3.1 模型依据 22
3.2 模型结构 22
3.3 变量定义 23
3.4 问卷设计 26
3.5 问卷前测 26
3.5.1信度分析 27
3.5.2效度分析 27
4. 数据分析及模型验证 29
4.1 描述性统计分析 29
4.2 回归方程模型分析 30
4.2.1 回归变量设定 30
4.2.2 回归分析 32
4.3 实证结果 33
5. 结论及展望 35
5.1 研究结论与启示 35
5.1.1 研究结论 35
5.1.2 研究启示 36
5.2 研究局限与研究展望 37
5.2.1 研究局限 37
5.2.2 研究展望 37
参考文献 38
附录一 40
 
1. 绪论 

1.1 研究背景 

随着居民收入水平的提高，投资需求增加，而对应于竞争激烈的各种产品而言，如何通过培育和维护忠诚顾客群成为企业生存和发展的关键。尤其是金融行业，随着利率市场化与金融自由化趋势日渐明显，金融理财产品的多元化与多层次性特征决定了其竞争性相较于一般产品而言更是激烈。金融理财产品的消费与购买，与一般产品一样，往往都是老顾客给企业带来的边际利润更高于新顾客，因此，基于培养客户忠诚度提高顾客对金融理财产品的购买意愿，不仅能够从具体的金融理财产品上实现金融机构的利润空间，更能够为金融机构在日益白热化的竞争中增强竞争力与抢占市场份额，实现客户使用价值向企业价值的让渡，塑造良好与可供信赖的企业品牌形象。而且，金融业作为提供资金融通服务的第三产业，受到技术的冲击无论是从业务产品还是从服务种类，都出现了多元化的发展方向。如何保证与提高金融产品零售业务的客户忠诚度，是保证金融机构资金来源与产品多元化时代利润来源的需求动力。
本文从消费者的角度出发，探究消费者在金融理财产品多元化发展的当下，对理财产品购买意愿的影响因素运用实证分析，希望能从消费者角度对金融理财产品的发展提供参考性意见；同时也为金融自由化快速发展的当下，从消费者或客户主体角度出发深化挖掘金融机构的资金与利益获取源泉、渠道奠定基础。本文以消费者行为理论中理性行为理论、计划行为理论及科技接受模型为研究的基本框架进行归纳总结，探讨消费者对金融理财产品购买意愿的影响因素，希望通过实证研究在这方面做有益探索和一定的研究贡献。

5. 结论及展望 

本章将对实证统计分析结果进行阐述，并根据相关理论及研究，对结果进行合理解释，提出本文的研究结论；结合以互联网理财产品为代表的商业银行零售业务的特点及主要影响消费者采纳意愿的因素，为相关机构在互联网理则一产品的管理及营销方面提出参考性意见。此外，本文针对研究中的局限及不足之处，提出了后续的研究展望。

5.1 研究结论与启示 

本文编号：313540