本文選題：商業(yè)銀行　切入點：個人理財產(chǎn)品　出處：《廣東外語外貿(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)濟的發(fā)展和國民收入水平的提高,居民投資意愿和個人理財觀念不斷增強,金融服務(wù)需求也日漸增多。同時由于金融體系改革的深入、金融工具的逐步完善,從國外發(fā)達國家成熟的商業(yè)銀行個人理財業(yè)務(wù)及產(chǎn)品來看,個人理財產(chǎn)品必將成為我國商業(yè)銀行利潤的重要來源。與此同時,商業(yè)銀行在個人理財產(chǎn)品的競爭也進入了白熱化,在此情況下商業(yè)銀行應(yīng)把握當下的客戶需求,這對于提高個人理財產(chǎn)品的購買意愿具有重大的現(xiàn)實意義。本研究基于國內(nèi)外文獻研究,應(yīng)用Venkatesh和Davis的技術(shù)接受模型,探討個人理財產(chǎn)品購買意愿的影響因素。本文將影響個人理財產(chǎn)品購買意愿的因素界定為四個維度,即易用性感知維度、有用性感知維度、信任感知維度和風險感知維度。在此基礎(chǔ)上,本文建立購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)計相應(yīng)的調(diào)查問卷,對150名中國工商銀行廣州分行的3個營業(yè)點客戶進行調(diào)查,最后運用SPSS13.0進行實證分析。本研究主要得出以下結(jié)論:個人理財產(chǎn)品易用性感知對顧客購買意愿具有正向影響;個人理財產(chǎn)品有用性感知對顧客購買意愿具有正向影響;個人理財產(chǎn)品信任感知對顧客購買意愿不具有影響;個人理財產(chǎn)品風險感知對顧客購買意愿具有正向影響;廣州顧客背景特征對購買意愿具有顯著性差異。根據(jù)上述實證結(jié)果,本文對個人理財產(chǎn)品的市場營銷戰(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】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F832.2

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本文編號：1618419