本文選題：情境效應(yīng) + 銀行理財(cái)產(chǎn)品��； 參考：《西南交通大學(xué)》2013年碩士論文

【摘要】：隨著近年來(lái)國(guó)內(nèi)物價(jià)水平不斷上漲,人民幣的購(gòu)買(mǎi)力不斷下降,同時(shí)理財(cái)觀念不斷深化,很多居民開(kāi)始意識(shí)到投資理財(cái)?shù)闹匾�。在眾多投資產(chǎn)品中,商業(yè)銀行理財(cái)產(chǎn)品以其風(fēng)險(xiǎn)小、收益穩(wěn)定等特點(diǎn)受到了很多普通投資者的青睞。盡管由國(guó)內(nèi)商業(yè)銀行推出的眾多銀行理財(cái)產(chǎn)品近年來(lái)在我國(guó)得到了很快的發(fā)展,但是因?yàn)槠鸩奖容^晚,相對(duì)于國(guó)外的大銀行的理財(cái)產(chǎn)品來(lái)說(shuō),差距仍然較大,尤其是產(chǎn)品的同質(zhì)性問(wèn)題。以我國(guó)目前的金融發(fā)展水平,理財(cái)產(chǎn)品的同質(zhì)性問(wèn)題還無(wú)法根治,在這種情況下,找到一種較為新穎的理財(cái)產(chǎn)品開(kāi)發(fā)模式就顯得非常的重要。 針對(duì)這樣的現(xiàn)狀,本文以行為決策理論為基礎(chǔ),從人們決策行為的角度出發(fā),結(jié)合折衷效應(yīng)、吸引效應(yīng)和幻影效應(yīng)這三個(gè)情境效應(yīng),研究投資者的決策行為,以及情境效應(yīng)對(duì)投資者偏好和決策的影響。在研究中,本文首先根據(jù)類(lèi)似的研究選擇了理財(cái)產(chǎn)品的收益和風(fēng)險(xiǎn)兩個(gè)屬性來(lái)設(shè)計(jì)實(shí)驗(yàn),然后通過(guò)在實(shí)驗(yàn)室進(jìn)行決策實(shí)驗(yàn)來(lái)收集相關(guān)數(shù)據(jù),最后對(duì)收集到的數(shù)據(jù)進(jìn)行非參數(shù)檢驗(yàn),得到了研究結(jié)論,并對(duì)結(jié)論進(jìn)行了歸納和總結(jié)。研究的結(jié)論表明,吸引效應(yīng)和幻影效應(yīng)能夠?qū)ν顿Y者的決策行為產(chǎn)生影響,投資者在購(gòu)買(mǎi)銀行理財(cái)產(chǎn)品的決策中,當(dāng)產(chǎn)品收益率較高的時(shí)候,吸引效應(yīng)會(huì)影響投資者的決策,投資者會(huì)更偏好于有誘引產(chǎn)品襯托的理財(cái)產(chǎn)品；投資者在購(gòu)買(mǎi)銀行理財(cái)產(chǎn)品的決策中,當(dāng)產(chǎn)品的收益率較高的時(shí)候,幻影效應(yīng)會(huì)影響投資者的決策,當(dāng)幻影產(chǎn)品不能被選擇時(shí),投資者會(huì)偏好于選擇與幻影產(chǎn)品更為相似的理財(cái)產(chǎn)品來(lái)作為替代。而折衷效應(yīng)對(duì)投資者決策行為的影響在本次研究中沒(méi)有得到驗(yàn)證。 最后,筆者根據(jù)研究的結(jié)論為銀行理財(cái)產(chǎn)品的開(kāi)發(fā)提出了四點(diǎn)建議,希望這些建議能夠?yàn)殂y行開(kāi)發(fā)理財(cái)產(chǎn)品提供新的思路和方法,豐富銀行理財(cái)產(chǎn)品的組合和類(lèi)型,從而促進(jìn)銀行理財(cái)產(chǎn)品的發(fā)展。
[Abstract]:As domestic prices have risen in recent years, the purchasing power of the renminbi has been declining, and the concept of financial management has deepened, many residents are beginning to realize the importance of investment and finance. Among many investment products, commercial bank financial products are favored by many ordinary investors because of their low risk and stable income. Although a large number of banking financial products launched by domestic commercial banks have developed rapidly in China in recent years, due to the relatively late start, compared with the financial products of large foreign banks, the gap is still large. Especially the homogeneity of products. With the current level of financial development in China, the homogeneity of financial products can not be cured. In this case, it is very important to find a relatively new financial product development model. In view of this situation, based on the behavioral decision theory, this paper studies the investors' decision-making behavior from the perspective of people's decision-making behavior, combining the three situational effects of eclectic effect, attraction effect and phantom effect. And the influence of situational effect on investor preference and decision-making. In the research, this paper first selects the income and risk attributes of financial products to design the experiment according to the similar research, and then collects the relevant data through the decision-making experiment in the laboratory. Finally, the nonparametric test of the collected data is carried out, and the conclusions are summarized and summarized. The conclusion of the study shows that the attraction effect and the phantom effect can influence the investors' decision-making behavior. When the product yield is high, the attracting effect will affect the investor's decision. Investors tend to prefer financial products backed by enticing products. In the decision to buy banking financial products, when the yield of products is higher, the Phantom effect will affect the decisions of investors, when Phantom products can not be selected, Investors would prefer a wealth-management product more similar to a phantom product as an alternative. The effect of eclectic effect on investors' decision-making behavior has not been verified in this study. Finally, according to the conclusion of the study, the author puts forward four suggestions for the development of banking financial products, hoping that these suggestions can provide new ideas and methods for banks to develop financial products, and enrich the combination and types of banking financial products. So as to promote the development of banking products.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F832.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 郝悅;杜躍平;;商業(yè)銀行理財(cái)產(chǎn)品品牌與顧客投資選擇分析[J];商業(yè)研究;2010年09期

2 王未卿;崔龍;;我國(guó)商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)發(fā)展現(xiàn)狀及相關(guān)建議[J];財(cái)會(huì)月刊;2011年11期

3 張方杰,高向艷;基于多維尺度分析的個(gè)人金融產(chǎn)品差異性研究[J];金融論壇;2005年06期

4 肖北溟;;國(guó)內(nèi)商業(yè)銀行個(gè)人金融產(chǎn)品若干問(wèn)題研究[J];金融論壇;2008年01期

5 王舒;;對(duì)于我國(guó)商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)的探討[J];產(chǎn)業(yè)與科技論壇;2010年04期

6 陳兆松;;我國(guó)個(gè)人理財(cái)產(chǎn)品創(chuàng)新研究[J];貴州財(cái)經(jīng)學(xué)院學(xué)報(bào);2007年06期

7 楊彬;田甜;;客戶分類(lèi)與銀行理財(cái)——關(guān)聯(lián)分類(lèi)算法在銀行理財(cái)營(yíng)銷(xiāo)中的應(yīng)用研究[J];金融論壇;2011年02期

8 張蕾;;對(duì)商業(yè)銀行個(gè)人理財(cái)問(wèn)題的研究[J];山西財(cái)經(jīng)大學(xué)學(xué)報(bào)(高等教育版);2009年S2期

9 吳敵;劉貴蓉;陳萍;;關(guān)注銀行理財(cái)產(chǎn)品四大風(fēng)險(xiǎn)[J];西南金融;2008年08期

10 吳嬋君;;女性自我概念結(jié)構(gòu)在個(gè)人金融產(chǎn)品市場(chǎng)中的運(yùn)用研究[J];上海金融;2011年11期

，

本文編號(hào)：1846944