本文選題：行為金融學(xué) + 金融消費(fèi)者��； 參考：《安徽財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：人類(lèi)處理信息的過(guò)程被認(rèn)為是人類(lèi)認(rèn)知的過(guò)程,而人類(lèi)在認(rèn)知過(guò)程中會(huì)受到各種因素的影響,陷入一些并不自知的誤區(qū)。傳統(tǒng)的觀念認(rèn)為人類(lèi)認(rèn)知的過(guò)程總是理性的,所以對(duì)于金融學(xué)以及經(jīng)濟(jì)學(xué)的研究和發(fā)展是建立在“理性人”的基礎(chǔ)上,然而人在認(rèn)知過(guò)程中會(huì)受到心理等因素的影響,因此引起人在判斷和決策的過(guò)程中陷入認(rèn)知陷阱,形成認(rèn)知偏差或是決策行為偏差,所以完全理性人的概念在現(xiàn)實(shí)環(huán)境中是不成立的。金融消費(fèi)者在金融市場(chǎng)上的消費(fèi)行為也會(huì)不由自主的受到各種心理因素的控制,因而產(chǎn)生各種認(rèn)知偏差,陷入投資和理財(cái)?shù)恼`區(qū),導(dǎo)致消費(fèi)者的購(gòu)買(mǎi)決策存在偏差。除此之外,隨著人均可支配收入的增加,投資理財(cái)也越來(lái)越受到人們的青睞,我國(guó)迎來(lái)了一股理財(cái)?shù)臒岢?投資理財(cái)產(chǎn)品也不斷涌入金融市場(chǎng)。然而我國(guó)金融消費(fèi)者對(duì)于投資理財(cái)?shù)恼J(rèn)識(shí)尚不成熟、對(duì)其風(fēng)險(xiǎn)認(rèn)知也不夠,在投資理財(cái)過(guò)程中難免出現(xiàn)各種偏差。目前,國(guó)內(nèi)外對(duì)于認(rèn)知偏差的研究尚不是很充分,基本上專(zhuān)注在證券市場(chǎng)的研究上,很少應(yīng)用在金融消費(fèi)者理財(cái)?shù)馁?gòu)買(mǎi)行為的研究。同時(shí),我國(guó)的金融市場(chǎng)中對(duì)于理財(cái)?shù)难芯恳膊挥?jì)其數(shù),但是大部分都是圍繞著風(fēng)險(xiǎn)以及生命周期在投資理財(cái)中應(yīng)用的研究,而忽略了金融消費(fèi)者認(rèn)知偏差對(duì)理財(cái)?shù)挠绊?在認(rèn)知偏差的視角下金融消費(fèi)者理財(cái)行為的研究較少,因而產(chǎn)生了一些金融消費(fèi)者在理財(cái)過(guò)程中的一些異象和無(wú)法解釋的問(wèn)題。從認(rèn)知偏差的角度分析金融消費(fèi)者的購(gòu)買(mǎi)決策行為,為金融學(xué)理論中新的研究思路和方法,使金融學(xué)理論的研究更加完善、更加有意義。因此,通過(guò)行為金融認(rèn)知偏差的理論研究理財(cái)產(chǎn)品購(gòu)買(mǎi)行為偏差具有一定的理論和現(xiàn)實(shí)意義。本文以認(rèn)知偏差為切入點(diǎn)展開(kāi)對(duì)金融消費(fèi)者理財(cái)產(chǎn)品購(gòu)買(mǎi)行為的研究,根據(jù)認(rèn)知偏差的基本內(nèi)容重新分析和解讀消費(fèi)者的理財(cái)產(chǎn)品購(gòu)買(mǎi)行為,主要分析金融消費(fèi)者的認(rèn)知偏差以及理財(cái)產(chǎn)品購(gòu)買(mǎi)行為,首先分析介紹了認(rèn)知偏差和理財(cái)產(chǎn)品購(gòu)買(mǎi)行為偏差的相關(guān)理論基礎(chǔ)以及相關(guān)文獻(xiàn)研究,從理論上證明由于金融消費(fèi)者的在理財(cái)過(guò)程中認(rèn)知偏差的存在導(dǎo)致其理財(cái)購(gòu)買(mǎi)行為出現(xiàn)偏差。然后通過(guò)問(wèn)卷調(diào)查的形式調(diào)查金融消費(fèi)者在理財(cái)過(guò)程中是否存在的各種認(rèn)知偏差和理財(cái)產(chǎn)品購(gòu)買(mǎi)行為,并分析了當(dāng)前我國(guó)金融消費(fèi)者理財(cái)現(xiàn)狀,通過(guò)描述性統(tǒng)計(jì)表明認(rèn)知偏差廣泛存在于金融消費(fèi)者投資理財(cái)過(guò)程中。另外,運(yùn)用回歸分析的方法研究金融消費(fèi)者受教育程度、經(jīng)濟(jì)狀況、風(fēng)險(xiǎn)偏好程度以及認(rèn)知偏差情況對(duì)理財(cái)產(chǎn)品購(gòu)買(mǎi)行為的影響程度。最后,通過(guò)分析金融消費(fèi)者認(rèn)知偏差、理財(cái)購(gòu)買(mǎi)行為偏差以及投資理財(cái)購(gòu)買(mǎi)過(guò)程中存在的誤區(qū),提出相關(guān)投資理財(cái)?shù)慕ㄗh。
[Abstract]:The process of human processing information is considered to be the process of human cognition, and human cognitive process will be affected by various factors, and fall into some unknown misunderstanding. The traditional idea is that the process of human cognition is always rational, so the research and development of finance and economics are based on "rational man". However, people will be influenced by psychological factors in the process of cognition. As a result, people fall into the cognitive trap in the process of judgment and decision making, forming cognitive bias or decision behavior deviation, so the concept of fully rational person is not valid in the real environment. The consumption behavior of financial consumers in the financial market is also involuntarily controlled by a variety of psychological factors, resulting in a variety of cognitive bias, fall into the misconception of investment and financial management, leading to consumer purchase decision bias. In addition, with the increase of per capita disposable income, investment and financial management is more and more favored by people, China has ushered in a financial boom, investment and financial products have been pouring into the financial market. However, the financial consumers in our country are not mature in their understanding of investment and financial management, nor are they aware of their risks, so it is inevitable that there are various deviations in the process of investment and financial management. At present, the research on cognitive bias at home and abroad is not enough, basically focused on the securities market, rarely used in financial consumer financial purchase behavior research. At the same time, there are countless studies on financial management in China's financial market, but most of them focus on the application of risk and life cycle in investment finance, while ignoring the impact of financial consumers' cognitive bias on financial management. From the perspective of cognitive bias, there are few researches on financial behavior of financial consumers, which leads to some anomalies and unexplainable problems in the process of financial management of financial consumers. The analysis of financial consumers' purchase decision behavior from the angle of cognitive bias is a new research idea and method in finance theory, which makes the study of finance theory more perfect and meaningful. Therefore, it is of theoretical and practical significance to study the purchase behavior bias of financial products through behavioral financial cognitive bias theory. Based on the cognitive bias, this paper studies the purchase behavior of financial consumers' financial products. According to the basic content of cognitive bias, it reanalyzes and interprets consumers' purchasing behavior of financial products. This paper mainly analyzes the cognitive bias of financial consumers and the purchase behavior of financial products. Firstly, it introduces the theoretical basis of cognitive bias and financial product purchase behavior bias and related literature research. It is proved theoretically that financial consumers' financial purchasing behavior is deviated due to the existence of cognitive bias in the process of financial management. Then through the form of questionnaire survey whether financial consumers in the process of financial management whether there are any cognitive bias and financial products purchase behavior and analysis of the current financial situation of financial consumers in China. Descriptive statistics show that cognitive bias widely exists in the financial consumer investment and financial management process. In addition, regression analysis is used to study the influence of financial consumers' education, economic status, risk preference and cognitive bias on financial products purchase behavior. Finally, by analyzing the financial consumers' cognitive bias, financial purchase behavior deviation and the misunderstandings in the process of investment financing purchase, the paper puts forward some suggestions on investment and financial management.
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F832.2

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