Research On The Optimization Of Intelligent Investment Advisory Business Of ZY Bank

With the further integration of science and technology and financial fields,big data technology and artificial intelligence technology are changing the development trajectory of the global financial industry,and also giving the investment advisory field a new development direction.At present,all major financial institutions at home and abroad,and new Internet financial technology companies have launched intelligent investment advisory products.In order to enhance its competitiveness in the retail business,ZY Bank launches the intelligent investment advisory product "ONE Smart Investment" to open up new business areas,but with the market pioneers such as China Merchants Bank Capricorn Smart Investment,Jiangsu Bank Alpha Smart Investment in comparison,ONE Smart Investment has many problems such as insufficient attractiveness to users,low profitability in the short term,and insufficient intelligence.ZY Bank urgently needs to develop new ideas to optimize the business development path,establish a brand image,and increase market share.Because intelligent investment advisor is a typical financial service,so its promotion and development depend on the user's intention and behavior of using the product.This study hopes to use empirical research to analyze the influencing factors of ZY Bank's intelligent investment advisory users' usage behavior,and find out the main problems that restrict the development of the bank's intelligent investment advisory business,then propose practical optimization suggestions for related issues.This study is based on the UTAUT model and Perceived risk theory,and increases three independent variables of product liquidity,product awareness,and perceived risk,using willingness as an intermediate variable,and using behavior as a dependent variable,then construct the Model of Influencing Factors of ZY Bank's Intelligent Investment Advice Users' Usage Behavior.This study uses Internet channels to distribute questionnaires,then conducts empirical research.First of all,this study uses SPSS software to perform descriptive statistical tests on the questionnaire:analysis and reliability and validity.Secondly,it uses AMOS software to establish the structural equation model to verify the various hypotheses proposed in the study,concluding the final research model.Finally,based on empirical results,performance expectations,product awareness,effort expectations,product awareness,and willingness to use positively affect the user's usage behavior;perceived risk negatively affects user's usage behavior;social influence has little effect on the user's usage behavior.In response to the above research conclusions,this study is based on the actual situation of ZY Bank.I analyze the problems that mainly restrict the development of ONE smart Investment.Then I mainly propose optimization solutions for ONE smart investment business in terms of increasing product revenue,enhancing product awareness,simplifying user operation processes,and reducing user perceived risks.This study innovatively puts forward relevant empirical research on the influencing factors of bank intelligent investment advisors 'user behavior.It can help the bank accurately grasp the user's willingness to use and understand the user's usage behavior,provide some suggestions for banks to design intelligent investment advisory products and promote marketing.At the same time,the conclusion of this study has certain reference value for the business optimization path of ZY Bank's intelligent investment advisory,which hopes to promote the development of ZY Bank's intelligent investment advisory business,enhance the competitive advantage of retail products,and to expand the brand influence of ZY Bank.It is hoped that this study can give some financial institutions some suggestions for intelligent investment advisory products while providing optimization suggestions for ZY bank intelligent investment advisory products...