【作者】 张燕；

【导师】 南灵；

【作者基本信息】 西北农林科技大学 ， 金融硕士（专业学位）， 2017， 硕士

【摘要】 近年来,随着我国商业银行理财产品市场的不断成熟和发展,越来越多的人选择购买理财产品作为自己财富积累的途径,在城镇居民中更为明显。影响居民选择理财产品的因素有很多,金融素养是近年来提出的新话题,主要指个人掌握的金融知识水平和进行与金融活动有关的决策能力。本文从城镇居民金融素养的角度出发,研究榆林地区城镇居民的金融素养水平对其理财产品购买行为的影响,为商业银行准确定位目标客户提供合理的建议与意见。本文首先整理了现有文献资料,然后介绍了相关理论,其次分析了榆林市理财市场发展现状,最后根据调研数据通过二分类Logistic回归模型、有序多分类Logistic回归模型和无序多分类Logistic回归模型,具体分析了榆林市城镇居民的金融知识水平、金融态度水平和金融行为能力对理财产品购买意愿、购买期限、购买方式和购买偏好的影响,为商业银行理财产品的营销提供科学合理的对策建议。论文主要包括以下几个部分:(1)金融素养的相关理论部分。该部分首先对金融素养以及理财产品购买行为的基本概念做了界定,然后具体介绍了家庭金融理论和金融素养理论,为实证结果的分析提供了理论依据。(2)榆林市理财市场发展现状。该部分主要阐述了榆林市的社会经济发展状况以及理财市场发展状况,为选取榆林市作为典型研究提供了理论基础。(3)实证分析部分。本文基于榆林市的具体情况,通过构建二分类Logistic回归模型、有序多分类Logistic回归模型和无序多分类Logistic回归模型,借助SPSS统计软件对数据进行处理,并对结果进行了分析说明。主要结论有:(1)金融知识水平对理财产品的购买意愿、购买方式的影响不显著,对购买期限、购买偏好存在显著性影响。(2)金融态度水平对理财产品的购买意愿存在显著性影响,对购买期限、购买方式以及购买偏好的影响不显著。(3)金融行为水平对理财产品的购买意愿、购买期限以及购买偏好存在显著性影响,对购买方式的影响不显著。基于此,将不同金融素养水平的消费者进行了分类,分为积极型投资者和保守型投资者。并且为商业银行针对不同类型的投资者研发和营销理财产品提出了相应的建议。更多还原

【Abstract】 In recent years,with the development of commercial banks’ financial products market in china,more and more people choose to buy financial products as their own means of accumulation of wealth,especially in urban residents.There are many factors that affect residents’ choice of financial products.Financial literacy is a new topic in recent years.It mainly refers to the level of financial knowledge and the decision-making ability related to financial activities.Based on the financial literacy of urban residents,this paper studies the influence of financial literacy level of urban residents in Yulin area on the purchase behavior of financial products,and provides reasonable suggestions and opinions for commercial banks to locate target customers accurately.In this paper,the existing literatures are collated,and then the relevant theories are introduced.Secondly,the present situation of the financial market in Yulin City is analyzed.Finally,according to the research data,analyzing the influence of financial knowledge level,financial attitude level and financial behavior ability on the purchase intention,purchase period,purchase mode and purchase preference of financial products in Yulin city by the logistic regression model,the ordered multivariate logistic regression model and the multivariate logistic regression.And then provide scientific and reasonable countermeasures for the marketing of commercial bank’s financial products.The thesis mainly includes the following parts:(1)the relevant theoretical part of financial literacy.This part first defines the basic concepts of financial literacy and financial product purchase behavior,and then introduces the family finance theory and financial literacy theory,which provides the theoretical basis for the analysis of empirical results.(2)Yulin City financial market development status quo.This part mainly expounds the social and economic development of Yulin City and the development of financial market,which provides a theoretical basis for selecting Yulin City as a typical research.(3)empirical analysis.Based on the specific situation of Yulin City,this paper analyzes the data by means of SPSS statistical software,and analyzes the results by analyzing the data by constructing the logistic regression model,the ordered multivariate logistic regression model and the stochastic multivariate logistic regression model.The main conclusions are:(1)The influence of financial knowledge on the purchase intention and purchase mode of financial products is not significant,and has significant influence on the purchase period and purchase preference.(2)Financial attitude has a significant impact on the purchase intention of financial products,and has no significant influence on the purchase period,purchase methods and purchase preferences.(3)The level of financial behavior has a significant influence on the purchase intention,purchase period and purchase preference of financial products,but the impact on the purchase methods is not significant.Based on this,the consumers of different financial literacy levels are classified into active investors and conservative investors.And for commercial banks for different types of investors R & D and marketing financial products made corresponding recommendations.更多还原