摘  要

隨著居民收入水平的提高，投資需求增加，而對應(yīng)于競爭激烈的各種產(chǎn)品而言，如何通過培育和維護忠誠顧客群成為企業(yè)生存和發(fā)展的關(guān)鍵。尤其是金融行業(yè)，隨著利率市場化與金融自由化趨勢日漸明顯，金融理財產(chǎn)品的多元化與多層次性特征決定了其競爭性相較于一般產(chǎn)品而言更是激烈。金融理財產(chǎn)品的消費與購買，與一般產(chǎn)品一樣，往往都是老顧客給企業(yè)帶來的邊際利潤更高于新顧客，因此，基于培養(yǎng)客戶忠誠度提高顧客對金融理財產(chǎn)品的購買意愿，不僅能夠從具體的金融理財產(chǎn)品上實現(xiàn)金融機構(gòu)的利潤空間，更能夠為金融機構(gòu)在日益白熱化的競爭中增強競爭力與搶占市場份額，實現(xiàn)客戶使用價值向企業(yè)價值的讓渡，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)的客戶忠誠度，是保證金融機構(gòu)資金來源與產(chǎn)品多元化時代利潤來源的需求動力。
本文從消費者的角度出發(fā)，探究消費者在金融理財產(chǎn)品多元化發(fā)展的當下，對理財產(chǎn)品購買意愿的影響因素運用實證分析，希望能從消費者角度對金融理財產(chǎn)品的發(fā)展提供參考性意見；同時也為金融自由化快速發(fā)展的當下，從消費者或客戶主體角度出發(fā)深化挖掘金融機構(gòu)的資金與利益獲取源泉、渠道奠定基礎(chǔ)。本文以消費者行為理論中理性行為理論、計劃行為理論及科技接受模型為研究的基本框架進行歸納總結(jié)，探討消費者對金融理財產(chǎn)品購買意愿的影響因素，希望通過實證研究在這方面做有益探索和一定的研究貢獻。
研究發(fā)現(xiàn)，根據(jù)感知變量對消費者忠誠度的影響來看，感知盈利、感知風險被剔除。實際上，這與互聯(lián)網(wǎng)金融理財產(chǎn)品市場的競爭激烈程度有關(guān)，消費者在購買零售理財產(chǎn)品時，市場上產(chǎn)品的同質(zhì)性通過不斷的價格比較（收益率），已經(jīng)無法顯示出多大的競爭性優(yōu)勢。客戶對商業(yè)銀行零售互聯(lián)網(wǎng)理財產(chǎn)品的購買的偏好，往往是處于對商業(yè)銀行營業(yè)網(wǎng)點與傳統(tǒng)業(yè)務(wù)的依賴，也即以互聯(lián)網(wǎng)理財產(chǎn)品為代表的商業(yè)銀行零售業(yè)務(wù)個體特征，并決定以消費者購買意愿表示的消費者忠誠度。在加入調(diào)節(jié)變量轉(zhuǎn)換成本、品牌形象、品牌價值后，整體變量對消費者忠誠度的整體回歸解釋程度增強其中，品牌形象、品牌價值就是對商業(yè)銀行系統(tǒng)內(nèi)自身的商譽的描述，能夠解釋一部分消費者忠誠度偏好；而轉(zhuǎn)換成本則體現(xiàn)了互聯(lián)網(wǎng)零售理財產(chǎn)品的技術(shù)創(chuàng)新性、互聯(lián)網(wǎng)銀行平臺的制度規(guī)范性，轉(zhuǎn)換成本越高，消費者機會成本增加，購買意愿降低，極大影響了消費者忠誠度。因此，，品牌形象、品牌價值以及二者聯(lián)合對消費者忠誠度的正相關(guān)關(guān)系得到了驗證，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，對消費者忠誠度的影響效果是明顯的。
關(guān)鍵詞：忠誠度    購買意愿    互聯(lián)網(wǎng)    理財產(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 研究內(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. 文獻綜述 13
2.1 顧客忠誠驅(qū)動的理論 13
2.1.1 顧客滿意驅(qū)動理論 13
2.1.2 顧客價值理論 14
2.1.3 顧客滿意---價值雙驅(qū)動理論 14
2.1.4 以轉(zhuǎn)換成本為決策變量的顧客忠誠行為選擇模型 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 消費者購買意愿與消費者忠誠度 19
2.3.1消費者購買意愿 19
2.3.2 消費者忠誠度 19
2.3.3消費者購買意愿與消費者忠誠的關(guān)系 20
2.4 國內(nèi)外有關(guān)消費者購買意愿的研究現(xiàn)狀 20
2.4.1 消費者滿意與消費者購買意愿的關(guān)系研究 20
2.4.2 消費者忠誠與消費者購買意愿的關(guān)系研究 20
3.研究模型設(shè)計---基于顧客忠誠模型的影響因素構(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 問卷設(shè)計 26
3.5 問卷前測 26
3.5.1信度分析 27
3.5.2效度分析 27
4. 數(shù)據(jù)分析及模型驗證 29
4.1 描述性統(tǒng)計分析 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 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，而對應(yīng)于競爭激烈的各種產(chǎn)品而言，如何通過培育和維護忠誠顧客群成為企業(yè)生存和發(fā)展的關(guān)鍵。尤其是金融行業(yè)，隨著利率市場化與金融自由化趨勢日漸明顯，金融理財產(chǎn)品的多元化與多層次性特征決定了其競爭性相較于一般產(chǎn)品而言更是激烈。金融理財產(chǎn)品的消費與購買，與一般產(chǎn)品一樣，往往都是老顧客給企業(yè)帶來的邊際利潤更高于新顧客，因此，基于培養(yǎng)客戶忠誠度提高顧客對金融理財產(chǎn)品的購買意愿，不僅能夠從具體的金融理財產(chǎn)品上實現(xiàn)金融機構(gòu)的利潤空間，更能夠為金融機構(gòu)在日益白熱化的競爭中增強競爭力與搶占市場份額，實現(xiàn)客戶使用價值向企業(yè)價值的讓渡，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)的客戶忠誠度，是保證金融機構(gòu)資金來源與產(chǎn)品多元化時代利潤來源的需求動力。
本文從消費者的角度出發(fā)，探究消費者在金融理財產(chǎn)品多元化發(fā)展的當下，對理財產(chǎn)品購買意愿的影響因素運用實證分析，希望能從消費者角度對金融理財產(chǎn)品的發(fā)展提供參考性意見；同時也為金融自由化快速發(fā)展的當下，從消費者或客戶主體角度出發(fā)深化挖掘金融機構(gòu)的資金與利益獲取源泉、渠道奠定基礎(chǔ)。本文以消費者行為理論中理性行為理論、計劃行為理論及科技接受模型為研究的基本框架進行歸納總結(jié)，探討消費者對金融理財產(chǎn)品購買意愿的影響因素，希望通過實證研究在這方面做有益探索和一定的研究貢獻。

5. 結(jié)論及展望 

本章將對實證統(tǒng)計分析結(jié)果進行闡述，并根據(jù)相關(guān)理論及研究，對結(jié)果進行合理解釋，提出本文的研究結(jié)論；結(jié)合以互聯(lián)網(wǎng)理財產(chǎn)品為代表的商業(yè)銀行零售業(yè)務(wù)的特點及主要影響消費者采納意愿的因素，為相關(guān)機構(gòu)在互聯(lián)網(wǎng)理則一產(chǎn)品的管理及營銷方面提出參考性意見。此外，本文針對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：313540