本文選題：商業(yè)銀行　切入點(diǎn)：個(gè)人理財(cái)產(chǎn)品　出處：《廣東外語(yǔ)外貿(mào)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展和國(guó)民收入水平的提高,居民投資意愿和個(gè)人理財(cái)觀念不斷增強(qiáng),金融服務(wù)需求也日漸增多。同時(shí)由于金融體系改革的深入、金融工具的逐步完善,從國(guó)外發(fā)達(dá)國(guó)家成熟的商業(yè)銀行個(gè)人理財(cái)業(yè)務(wù)及產(chǎn)品來看,個(gè)人理財(cái)產(chǎn)品必將成為我國(guó)商業(yè)銀行利潤(rùn)的重要來源。與此同時(shí),商業(yè)銀行在個(gè)人理財(cái)產(chǎn)品的競(jìng)爭(zhēng)也進(jìn)入了白熱化,在此情況下商業(yè)銀行應(yīng)把握當(dāng)下的客戶需求,這對(duì)于提高個(gè)人理財(cái)產(chǎn)品的購(gòu)買意愿具有重大的現(xiàn)實(shí)意義。本研究基于國(guó)內(nèi)外文獻(xiàn)研究,應(yīng)用Venkatesh和Davis的技術(shù)接受模型,探討個(gè)人理財(cái)產(chǎn)品購(gòu)買意愿的影響因素。本文將影響個(gè)人理財(cái)產(chǎn)品購(gòu)買意愿的因素界定為四個(gè)維度,即易用性感知維度、有用性感知維度、信任感知維度和風(fēng)險(xiǎn)感知維度。在此基礎(chǔ)上,本文建立購(gòu)買意愿影響因素的關(guān)系模型并形成研究假設(shè),通過設(shè)計(jì)相應(yīng)的調(diào)查問卷,對(duì)150名中國(guó)工商銀行廣州分行的3個(gè)營(yíng)業(yè)點(diǎn)客戶進(jìn)行調(diào)查,最后運(yùn)用SPSS13.0進(jìn)行實(shí)證分析。本研究主要得出以下結(jié)論:個(gè)人理財(cái)產(chǎn)品易用性感知對(duì)顧客購(gòu)買意愿具有正向影響;個(gè)人理財(cái)產(chǎn)品有用性感知對(duì)顧客購(gòu)買意愿具有正向影響;個(gè)人理財(cái)產(chǎn)品信任感知對(duì)顧客購(gòu)買意愿不具有影響;個(gè)人理財(cái)產(chǎn)品風(fēng)險(xiǎn)感知對(duì)顧客購(gòu)買意愿具有正向影響;廣州顧客背景特征對(duì)購(gòu)買意愿具有顯著性差異。根據(jù)上述實(shí)證結(jié)果,本文對(duì)個(gè)人理財(cái)產(chǎn)品的市場(chǎng)營(yíng)銷戰(zhàn)略的制定提出了相關(guān)建議。
[Abstract]:With the development of economy and the improvement of national income level, residents' willingness to invest and personal financial management are increasing, and the demand for financial services is increasing. At the same time, with the deepening of the reform of the financial system, the financial instruments are gradually improved. From the point of view of the mature commercial banks' personal finance business and products in developed countries abroad, personal financial products will become an important source of profits for commercial banks in China. At the same time, the competition of commercial banks in personal finance products has also entered into a white-hot. In this case, commercial banks should grasp the current customer needs, which is of great practical significance to improve the purchase intention of personal financial products. This study is based on domestic and foreign literature research, using Venkatesh and Davis technology acceptance model. This paper discusses the influence factors of personal financial products purchase intention. This paper defines the factors of personal financial products purchase intention into four dimensions, namely, usability perception dimension, usefulness perception dimension. On the basis of this, the relationship model of influencing factors of purchase intention is established, and the research hypothesis is formed, and the corresponding questionnaire is designed. In this paper, 150 customers in Guangzhou branch of Industrial and Commercial Bank of China (ICBC) were investigated, and the empirical analysis was carried out with SPSS13.0. The main conclusions of this study are as follows: the perceived ease of use of personal financial products has a positive impact on customers' willingness to buy; Perceived usefulness of personal financial products has a positive impact on customer purchase intention; personal financial product trust perception has no effect on customer purchase intention; personal financial product risk perception has a positive impact on customer purchase intention. According to the above empirical results, this paper puts forward some suggestions on the marketing strategy of personal financial products.
【學(xué)位授予單位】：廣東外語(yǔ)外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.2

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本文編號(hào)：1618419