【作者】 夏敏；

【导师】 陆剑清；

【作者基本信息】 华东师范大学 ， 金融学， 2013， 硕士

【摘要】 随着我国经济的迅速发展,金融业改革的步伐不断的加快,金融机构之间的竞争也日益激烈。商业银行对私理财作为银行业实施业务转型的重要工具和新的盈利手段,提高其业务的市场占有率己经成为商业银行扩大生存空间的主要手段。因此,构建与国内银行业对私财富管理业务发展相匹配的消费者行为决策系统具有非常重要的意义。本文从国外关于商业银行个人理财理论研究的分析入手,以个人理财业务为研究对象,从消费者行为的角度出发,深入地研究了个人理财消费者行为决策的过程及影响因素,并编制了影响消费者行为决策的评价量表。首先,本文根据现阶段关于商业银行对私理财的理论研究,剖析了个人理财的理论本质及特征。并根据消费者行为学的基础理论内容,建立了金融消费者行为决策模型以及消费者行为决策过程的影响因子评价量表。然后,概括并总结了消费者行为决策模型的理论基础和分析方法,并根据建立的评价量表设计出一套个人理财消费者调查问卷,进行市场调查。最后对问卷调查结果进行数据处理,并利用AMOS进行数据分析,最终对假设进行了解释。结论显示,家庭生命周期对理财目标有显著的影响,而理财目标、产品购买经历、风险偏好以及财富来源均对资产配置有着显著的影响；理财知识水平、产品购买经历对理财性格具有显著的影响；理财知识水平、财富来源对财富管理习惯有着显著的影响；同时,产品购买经历对认同感却没有显著的影响。本文从金融消费者行为决策过程的角度帮助商业银行认识到消费者购买个人理财产品时的行为决策过程及其影响因素,有利于商业银行有针对性地采取相应措施加快个人理财业务的发展,提高商业银行的竞争优势。更多还原

【Abstract】 With the rapid development of China’s economy, the pace of financial sector reform speeding up unceasingly, the competition among financial institutions are increasingly fierce. As an important tool and profit growth point of banking business transformation, improve the development of Personal financial business has become a major means of commercial Banks to gain a competitive edge. Therefore, It is very significant to construct the consumer behavior decision-making system fitting for our commercial bank individual financial business.Based on the foreign study results of the bank wealth management business, the personal financial business as the studying object, from the perspective of consumer behavior, this article study the consumer behavior decision-making process and influencing factors of the personal finance. Further more, this article also study the evaluation questionnaire according to influencing factors of consumer behavior decision-making. Firstly, this paper analyze the theoretical connotation and characteristics of personal finance based on the current theoretical research on commercial bank personal finance. And according to the theory of consumer behavior, we construct the PFBDM and the assessment scale of influencing factors. Then, we summarize the theory and analysis method of PFBDM, design the personal finance evaluation questionnaire and conduct the market survey. In the end, we take data processing of the questionnaire survey results, use the AMOS for data analysis, and carry on the explanation to assume.The conclusion shows that family life cycle has a significant effect on financial goals. And financial goals, product purchase experience, risk appetite and source of wealth has a significant effect on asset allocation. Financial knowledge management and experience have a significant effect on financial character. Financial knowledge management, the source of wealth have a significant impact on the wealth management habits. And also, experience have no significant effect on identity.The purpose of this paper is to help the commercial Banks understand the behavior decision-making process and its influencing factors of personal finance from the perspective of consumer. It is conducive to the commercial Banks to take corresponding measures to speed up the personal finance business development and improve the competition advantage of commercial Banks.更多还原