本文選題：個(gè)人消費(fèi)者 + 商業(yè)銀行��； 參考：《華東師范大學(xué)》2013年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)的迅速發(fā)展,金融業(yè)改革的步伐不斷的加快,金融機(jī)構(gòu)之間的競(jìng)爭(zhēng)也日益激烈。商業(yè)銀行對(duì)私理財(cái)作為銀行業(yè)實(shí)施業(yè)務(wù)轉(zhuǎn)型的重要工具和新的盈利手段,提高其業(yè)務(wù)的市場(chǎng)占有率己經(jīng)成為商業(yè)銀行擴(kuò)大生存空間的主要手段。因此,構(gòu)建與國(guó)內(nèi)銀行業(yè)對(duì)私財(cái)富管理業(yè)務(wù)發(fā)展相匹配的消費(fèi)者行為決策系統(tǒng)具有非常重要的意義。 本文從國(guó)外關(guān)于商業(yè)銀行個(gè)人理財(cái)理論研究的分析入手,以個(gè)人理財(cái)業(yè)務(wù)為研究對(duì)象,從消費(fèi)者行為的角度出發(fā),深入地研究了個(gè)人理財(cái)消費(fèi)者行為決策的過(guò)程及影響因素,并編制了影響消費(fèi)者行為決策的評(píng)價(jià)量表。首先,本文根據(jù)現(xiàn)階段關(guān)于商業(yè)銀行對(duì)私理財(cái)?shù)睦碚撗芯?剖析了個(gè)人理財(cái)?shù)睦碚摫举|(zhì)及特征。并根據(jù)消費(fèi)者行為學(xué)的基礎(chǔ)理論內(nèi)容,建立了金融消費(fèi)者行為決策模型以及消費(fèi)者行為決策過(guò)程的影響因子評(píng)價(jià)量表。然后,概括并總結(jié)了消費(fèi)者行為決策模型的理論基礎(chǔ)和分析方法,并根據(jù)建立的評(píng)價(jià)量表設(shè)計(jì)出一套個(gè)人理財(cái)消費(fèi)者調(diào)查問(wèn)卷,進(jìn)行市場(chǎng)調(diào)查。最后對(duì)問(wèn)卷調(diào)查結(jié)果進(jìn)行數(shù)據(jù)處理,并利用AMOS進(jìn)行數(shù)據(jù)分析,最終對(duì)假設(shè)進(jìn)行了解釋。 結(jié)論顯示,家庭生命周期對(duì)理財(cái)目標(biāo)有顯著的影響,而理財(cái)目標(biāo)、產(chǎn)品購(gòu)買(mǎi)經(jīng)歷、風(fēng)險(xiǎn)偏好以及財(cái)富來(lái)源均對(duì)資產(chǎn)配置有著顯著的影響；理財(cái)知識(shí)水平、產(chǎn)品購(gòu)買(mǎi)經(jīng)歷對(duì)理財(cái)性格具有顯著的影響；理財(cái)知識(shí)水平、財(cái)富來(lái)源對(duì)財(cái)富管理習(xí)慣有著顯著的影響；同時(shí),產(chǎn)品購(gòu)買(mǎi)經(jīng)歷對(duì)認(rèn)同感卻沒(méi)有顯著的影響。 本文從金融消費(fèi)者行為決策過(guò)程的角度幫助商業(yè)銀行認(rèn)識(shí)到消費(fèi)者購(gòu)買(mǎi)個(gè)人理財(cái)產(chǎn)品時(shí)的行為決策過(guò)程及其影響因素,有利于商業(yè)銀行有針對(duì)性地采取相應(yīng)措施加快個(gè)人理財(cái)業(yè)務(wù)的發(fā)展,提高商業(yè)銀行的競(jìng)爭(zhēng)優(yōu)勢(shì)。
[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.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F832.2

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