摘  要

隨著居民收入水平的提高，投資需求增加，而對(duì)應(yīng)于競(jìng)爭(zhēng)激烈的各種產(chǎn)品而言，如何通過(guò)培育和維護(hù)忠誠(chéng)顧客群成為企業(yè)生存和發(fā)展的關(guān)鍵。尤其是金融行業(yè)，隨著利率市場(chǎng)化與金融自由化趨勢(shì)日漸明顯，金融理財(cái)產(chǎn)品的多元化與多層次性特征決定了其競(jìng)爭(zhēng)性相較于一般產(chǎn)品而言更是激烈。金融理財(cái)產(chǎn)品的消費(fèi)與購(gòu)買，與一般產(chǎn)品一樣，往往都是老顧客給企業(yè)帶來(lái)的邊際利潤(rùn)更高于新顧客，因此，基于培養(yǎng)客戶忠誠(chéng)度提高顧客對(duì)金融理財(cái)產(chǎn)品的購(gòu)買意愿，不僅能夠從具體的金融理財(cái)產(chǎn)品上實(shí)現(xiàn)金融機(jī)構(gòu)的利潤(rùn)空間，更能夠?yàn)榻鹑跈C(jī)構(gòu)在日益白熱化的競(jìng)爭(zhēng)中增強(qiáng)競(jìng)爭(zhēng)力與搶占市場(chǎng)份額，實(shí)現(xiàn)客戶使用價(jià)值向企業(yè)價(jià)值的讓渡，塑造良好與可供信賴的企業(yè)品牌形象。而且，金融業(yè)作為提供資金融通服務(wù)的第三產(chǎn)業(yè)，受到技術(shù)的沖擊無(wú)論是從業(yè)務(wù)產(chǎn)品還是從服務(wù)種類，都出現(xiàn)了多元化的發(fā)展方向。如何保證與提高金融產(chǎn)品零售業(yè)務(wù)的客戶忠誠(chéng)度，是保證金融機(jī)構(gòu)資金來(lái)源與產(chǎn)品多元化時(shí)代利潤(rùn)來(lái)源的需求動(dòng)力。
本文從消費(fèi)者的角度出發(fā)，探究消費(fèi)者在金融理財(cái)產(chǎn)品多元化發(fā)展的當(dāng)下，對(duì)理財(cái)產(chǎn)品購(gòu)買意愿的影響因素運(yùn)用實(shí)證分析，希望能從消費(fèi)者角度對(duì)金融理財(cái)產(chǎn)品的發(fā)展提供參考性意見；同時(shí)也為金融自由化快速發(fā)展的當(dāng)下，從消費(fèi)者或客戶主體角度出發(fā)深化挖掘金融機(jī)構(gòu)的資金與利益獲取源泉、渠道奠定基礎(chǔ)。本文以消費(fèi)者行為理論中理性行為理論、計(jì)劃行為理論及科技接受模型為研究的基本框架進(jìn)行歸納總結(jié)，探討消費(fèi)者對(duì)金融理財(cái)產(chǎn)品購(gòu)買意愿的影響因素，希望通過(guò)實(shí)證研究在這方面做有益探索和一定的研究貢獻(xiàn)。
研究發(fā)現(xiàn)，根據(jù)感知變量對(duì)消費(fèi)者忠誠(chéng)度的影響來(lái)看，感知盈利、感知風(fēng)險(xiǎn)被剔除。實(shí)際上，這與互聯(lián)網(wǎng)金融理財(cái)產(chǎn)品市場(chǎng)的競(jìng)爭(zhēng)激烈程度有關(guān)，消費(fèi)者在購(gòu)買零售理財(cái)產(chǎn)品時(shí)，市場(chǎng)上產(chǎn)品的同質(zhì)性通過(guò)不斷的價(jià)格比較（收益率），已經(jīng)無(wú)法顯示出多大的競(jìng)爭(zhēng)性優(yōu)勢(shì)�？蛻魧�(duì)商業(yè)銀行零售互聯(lián)網(wǎng)理財(cái)產(chǎn)品的購(gòu)買的偏好，往往是處于對(duì)商業(yè)銀行營(yíng)業(yè)網(wǎng)點(diǎn)與傳統(tǒng)業(yè)務(wù)的依賴，也即以互聯(lián)網(wǎng)理財(cái)產(chǎn)品為代表的商業(yè)銀行零售業(yè)務(wù)個(gè)體特征，并決定以消費(fèi)者購(gòu)買意愿表示的消費(fèi)者忠誠(chéng)度。在加入調(diào)節(jié)變量轉(zhuǎn)換成本、品牌形象、品牌價(jià)值后，整體變量對(duì)消費(fèi)者忠誠(chéng)度的整體回歸解釋程度增強(qiáng)其中，品牌形象、品牌價(jià)值就是對(duì)商業(yè)銀行系統(tǒng)內(nèi)自身的商譽(yù)的描述，能夠解釋一部分消費(fèi)者忠誠(chéng)度偏好；而轉(zhuǎn)換成本則體現(xiàn)了互聯(lián)網(wǎng)零售理財(cái)產(chǎn)品的技術(shù)創(chuàng)新性、互聯(lián)網(wǎng)銀行平臺(tái)的制度規(guī)范性，轉(zhuǎn)換成本越高，消費(fèi)者機(jī)會(huì)成本增加，購(gòu)買意愿降低，極大影響了消費(fèi)者忠誠(chéng)度。因此，，品牌形象、品牌價(jià)值以及二者聯(lián)合對(duì)消費(fèi)者忠誠(chéng)度的正相關(guān)關(guān)系得到了驗(yàn)證，而轉(zhuǎn)換成本這一技術(shù)、制度門檻甚至是體現(xiàn)商家自信度的關(guān)鍵調(diào)節(jié)變量，對(duì)消費(fèi)者忠誠(chéng)度的影響效果是明顯的。
關(guān)鍵詞：忠誠(chéng)度    購(gòu)買意愿    互聯(lián)網(wǎng)    理財(cái)產(chǎn)品    零售業(yè)務(wù) 

Abstract

With the increase of the income level of residents, the increase of investment demand, which corresponds to a variety of competitive products, how to cultivate and maintain loyal customer base has become the key to the survival and development of enterprises. Especially in the financial industry, with the trend of interest rate liberalization and financial liberalization, the diversification and multi level characteristics of financial products have decided that it is more competitive than general products. Financial products and consumer purchase, and general products, profit margins are often old customers to bring more than new customers, therefore, to cultivate customer loyalty and enhance customer purchase intention based on financial products, financial institutions can not only realize the profit from specific financial products, more able to for financial institutions in the increasingly intense competition to enhance the competitiveness and market share, customer delivered value to the enterprise value, and create a good corporate brand image and trust. Moreover, the financial industry as the third industry to provide financial services, by the impact of technology, whether it is from the business product or from a variety of services, there has been a diversified development direction. How to ensure and improve the customer loyalty of financial products retail business, is to ensure the financial institutions of the source of funds and product diversification era of demand for profit sources.

This paper from the perspective of consumers, consumers in the exploration of diversified development of financial products at present, analysis of the impact on the financial product purchase intention by empirical factors, hoping to provide reference for the development of financial products from the perspective of consumers; at the same time as the rapid development of financial liberalization and capital deepening of the moment, mining interests of financial the source and channel access mechanism to lay the foundation from the perspective of consumer or customer subject. In this paper, the basic framework of rational behavior theory of consumer behavior theory, theory and technology acceptance model of planned behavior are summarized, the influence factors on the consumer purchase intention of financial products, hope to do some beneficial exploration and research contribution in this field through empirical research.
The study found that, according to the impact of perceived variables on the impact of consumer loyalty, perceived profitability, perceived risk is removed. In fact, the Internet financial products and intense competition in the market, consumers in the purchase of retail financial products on the market, product homogeneity by comparing the constant price (yield), has been unable to show much competitive advantage. Customers of commercial bank retail Internet banking product purchase preference is often in reliance on commercial bank outlets and traditional business, namely to Internet financial products on behalf of the retail business of commercial banks for individual characteristics, and decided to purchase intention in the consumer loyalty to consumers. In adding the adjustment variable switching costs, brand image, brand value, the overall variables on consumer loyalty regression to explain the extent of enhancement, brand image, brand value is on its own commercial banks within the system of goodwill description, can explain a part of consumer preference and loyalty; switching cost reflects the normative system of Internet retailing financial product innovation, Internet banking platform, switching cost is high, consumers increase the opportunity cost, the purchase will reduce, which greatly affect the consumer loyalty. Therefore, brand image, brand value and the combination of the two positive correlation of consumer loyalty has been verified, and the conversion cost of this technology, the system threshold even embodied key business confidence variable effect on consumer loyalty is obvious.
Key words: loyalty purchase intention Internet financial products retail business

目   錄
摘  要 2
Abstract 3
1. 緒論 7
1.1 研究背景 7
1.2 研究問(wèn)題的提出 7
1.3 研究目的和內(nèi)容 7
1.3.1 研究目的 7
1.3.2 研究?jī)?nèi)容與創(chuàng)新之處 8
1.4 研究方法和技術(shù)路線 9
1.4.1 研究方法 9
1.4.2 技術(shù)路線 9
1.4.3論文的結(jié)構(gòu) 10
2. 文獻(xiàn)綜述 13
2.1 顧客忠誠(chéng)驅(qū)動(dòng)的理論 13
2.1.1 顧客滿意驅(qū)動(dòng)理論 13
2.1.2 顧客價(jià)值理論 14
2.1.3 顧客滿意---價(jià)值雙驅(qū)動(dòng)理論 14
2.1.4 以轉(zhuǎn)換成本為決策變量的顧客忠誠(chéng)行為選擇模型 15
2.2 零售銀行業(yè)務(wù) 17
2.2.1 零售銀行業(yè)務(wù) 17
2.2.2 中國(guó)的零售銀行業(yè)務(wù) 17
2.2.3 駐外的零售銀行業(yè)務(wù) 18
2.2.4 零售銀行業(yè)務(wù)的發(fā)展困境 18
2.3 消費(fèi)者購(gòu)買意愿與消費(fèi)者忠誠(chéng)度 19
2.3.1消費(fèi)者購(gòu)買意愿 19
2.3.2 消費(fèi)者忠誠(chéng)度 19
2.3.3消費(fèi)者購(gòu)買意愿與消費(fèi)者忠誠(chéng)的關(guān)系 20
2.4 國(guó)內(nèi)外有關(guān)消費(fèi)者購(gòu)買意愿的研究現(xiàn)狀 20
2.4.1 消費(fèi)者滿意與消費(fèi)者購(gòu)買意愿的關(guān)系研究 20
2.4.2 消費(fèi)者忠誠(chéng)與消費(fèi)者購(gòu)買意愿的關(guān)系研究 20
3.研究模型設(shè)計(jì)---基于顧客忠誠(chéng)模型的影響因素構(gòu)造 22
3.1 模型依據(jù) 22
3.2 模型結(jié)構(gòu) 22
3.3 變量定義 23
3.4 問(wèn)卷設(shè)計(jì) 26
3.5 問(wèn)卷前測(cè) 26
3.5.1信度分析 27
3.5.2效度分析 27
4. 數(shù)據(jù)分析及模型驗(yàn)證 29
4.1 描述性統(tǒng)計(jì)分析 29
4.2 回歸方程模型分析 30
4.2.1 回歸變量設(shè)定 30
4.2.2 回歸分析 32
4.3 實(shí)證結(jié)果 33
5. 結(jié)論及展望 35
5.1 研究結(jié)論與啟示 35
5.1.1 研究結(jié)論 35
5.1.2 研究啟示 36
5.2 研究局限與研究展望 37
5.2.1 研究局限 37
5.2.2 研究展望 37
參考文獻(xiàn) 38
附錄一 40
 
1. 緒論 

1.1 研究背景 

隨著居民收入水平的提高，投資需求增加，而對(duì)應(yīng)于競(jìng)爭(zhēng)激烈的各種產(chǎn)品而言，如何通過(guò)培育和維護(hù)忠誠(chéng)顧客群成為企業(yè)生存和發(fā)展的關(guān)鍵。尤其是金融行業(yè)，隨著利率市場(chǎng)化與金融自由化趨勢(shì)日漸明顯，金融理財(cái)產(chǎn)品的多元化與多層次性特征決定了其競(jìng)爭(zhēng)性相較于一般產(chǎn)品而言更是激烈。金融理財(cái)產(chǎn)品的消費(fèi)與購(gòu)買，與一般產(chǎn)品一樣，往往都是老顧客給企業(yè)帶來(lái)的邊際利潤(rùn)更高于新顧客，因此，基于培養(yǎng)客戶忠誠(chéng)度提高顧客對(duì)金融理財(cái)產(chǎn)品的購(gòu)買意愿，不僅能夠從具體的金融理財(cái)產(chǎn)品上實(shí)現(xiàn)金融機(jī)構(gòu)的利潤(rùn)空間，更能夠?yàn)榻鹑跈C(jī)構(gòu)在日益白熱化的競(jìng)爭(zhēng)中增強(qiáng)競(jìng)爭(zhēng)力與搶占市場(chǎng)份額，實(shí)現(xiàn)客戶使用價(jià)值向企業(yè)價(jià)值的讓渡，塑造良好與可供信賴的企業(yè)品牌形象。而且，金融業(yè)作為提供資金融通服務(wù)的第三產(chǎn)業(yè)，受到技術(shù)的沖擊無(wú)論是從業(yè)務(wù)產(chǎn)品還是從服務(wù)種類，都出現(xiàn)了多元化的發(fā)展方向。如何保證與提高金融產(chǎn)品零售業(yè)務(wù)的客戶忠誠(chéng)度，是保證金融機(jī)構(gòu)資金來(lái)源與產(chǎn)品多元化時(shí)代利潤(rùn)來(lái)源的需求動(dòng)力。
本文從消費(fèi)者的角度出發(fā)，探究消費(fèi)者在金融理財(cái)產(chǎn)品多元化發(fā)展的當(dāng)下，對(duì)理財(cái)產(chǎn)品購(gòu)買意愿的影響因素運(yùn)用實(shí)證分析，希望能從消費(fèi)者角度對(duì)金融理財(cái)產(chǎn)品的發(fā)展提供參考性意見；同時(shí)也為金融自由化快速發(fā)展的當(dāng)下，從消費(fèi)者或客戶主體角度出發(fā)深化挖掘金融機(jī)構(gòu)的資金與利益獲取源泉、渠道奠定基礎(chǔ)。本文以消費(fèi)者行為理論中理性行為理論、計(jì)劃行為理論及科技接受模型為研究的基本框架進(jìn)行歸納總結(jié)，探討消費(fèi)者對(duì)金融理財(cái)產(chǎn)品購(gòu)買意愿的影響因素，希望通過(guò)實(shí)證研究在這方面做有益探索和一定的研究貢獻(xiàn)。

5. 結(jié)論及展望 

本章將對(duì)實(shí)證統(tǒng)計(jì)分析結(jié)果進(jìn)行闡述，并根據(jù)相關(guān)理論及研究，對(duì)結(jié)果進(jìn)行合理解釋，提出本文的研究結(jié)論；結(jié)合以互聯(lián)網(wǎng)理財(cái)產(chǎn)品為代表的商業(yè)銀行零售業(yè)務(wù)的特點(diǎn)及主要影響消費(fèi)者采納意愿的因素，為相關(guān)機(jī)構(gòu)在互聯(lián)網(wǎng)理則一產(chǎn)品的管理及營(yíng)銷方面提出參考性意見。此外，本文針對(duì)研究中的局限及不足之處，提出了后續(xù)的研究展望。

5.1 研究結(jié)論與啟示 

本文編號(hào)：313540