【摘要】：基于"感知利益"與"感知風險"權衡視角構建了銀行理財顧客識別模型,將銀行理財顧客劃分為感知高利益—高風險敏感型顧客群體、感知低利益—高風險消極型顧客群體、感知低利益—低風險冷漠型顧客群體、感知高利益—低風險積極型顧客群體。應針對不同類型顧客群體的感知利益與感知風險對于購買意愿綜合影響作用的差異、感知利益與感知風險構成維度重要程度的差異及人口統(tǒng)計特征和購買理財產品特征的差異,采取不同的提升感知利益且降低感知風險的創(chuàng)新產品模式。
[Abstract]:Based on the tradeoff between perceived interest and perceived risk, this paper constructs a bank financial customer identification model, which divides the bank financial management customer into perceived high interest-high risk sensitive customer group and perceived low interest-high risk negative customer group. Perceived low-interest-low-risk apathy customer group, perceived high-risk-low-risk positive customer group. We should aim at the difference of perceived interest and perceived risk of different types of customer groups on the comprehensive effect of purchase intention, the difference of the importance of the component dimension of perceived interest and perceived risk, the difference of demographic characteristics and the characteristics of purchasing financial products. Adopt different innovative product models to enhance perceived benefits and reduce perceived risks.
【作者單位】： 天津財經大學商學院;中信銀行天津分行;
【基金】：國家社會科學基金青年項目(12CGL048)
【分類號】：F832.2

【共引文獻】

相關期刊論文 前10條

1 高政利;歐陽\，

本文編號：2270983