The Empirical Research On Influence Factors Of Consumers Purchasing Intentions To Financial Products In Commercial Banks

Personal financial products are the important parts of commercial banks' business and are also the main profit sources of commercial banks.With the development of science and technology and financial innovation,commercial banks' personal financial business is facing severe challenges.In this case,the commercial banks avoid being eliminated only through continuous innovation.According to the theory of investor behavior,the theory of reasoned action,technology acceptance model and innovation diffusion theory,we discuss the influence factors of consumer purchasing intentions to commercial banks' financial products.In the theoretical model of this study,the purchasing intention is the dependent variable.Then,the corresponding research hypothesises are put forward,and the sample data are from the questionnaire survey.Based on these above,we study the influence factors of consumers' buying financial products in banks.This research provides some theoretical supports and scientific basis for the personal financial products' design of commercial banks,which has strong practical meaning.Bank financial products in foreign countries appeared early,but relatively late in our country.Until 2005 the market competition of commercial banks' financial products in China was officially formed.With the continuous development of bank financial products,related problems in this field were researched more and more deeply.At the beginning,those studies simply analysed the problems existing in the financial product development,and then proposed solutions for specific problems,and finally the research about customer purchasing behaviors appeared.Firstly,the background and significance of topics are introduced,and then the research direction is determined on the basis of summarizing the predecessors' research results.Next,the related literatures at home and abroad are reviewed,and the relevant concepts are defined like financial business and financial products of commercial banks.We explain the financial innovation motivation theory,the theory of investor behavior,the theory of reasoned action,technology acceptance model and innovation diffusion theory deeply.According to the exsiting theories,the preliminary model of this thesis is built,and the variables' definition and research hypothesises are presented.In the research design section of chapter 3,we design the questionnaire based on the theoretical model and the existing maturity scale.The preliminary investigation is carried on.The questionnaire investigation objects are college students,office workers and retirees.According to the reliability analysis and validity analysis of 128 questionnaires data,we adjust the questionnaire,and after adjustment the final questionnaire is formed.In the empirical analysis section,we get 235 valid data using the final questionnaire to investigate again,and further analyze the validity of the questionnaire items through exploratory factor analysis and confirmatory factor analysis.In addition,we build the structural equation model and estimate,fit,correct the model,in order to get the optimal model.Then,the explanations about the results of the optimal model parameters are presented.Six latent variables including perceived usefulness,perceived ease of use,subjective norms,product liquidity,brand reputation,use of attitudes have significant positive influences on the intention of consumers to purchase commercial banks' financial products,but perceived risk has significant negative effects on it.In the end,we summarize the research conclusions of this thesis and give the corresponding suggestions.