Research About The Influence Of Perceived Risk To Purchasing Decision On Floating Revenue Wealth Management Product Of Commercial Banks

With the relaxed control about financial market policy, the situation that the stated-owned banks which used to gain its main revenue basing on the differences between thedeposit rate and the loan is unsustainable. At the same time, wealth management product, asone part of the intermediate business of the bank, cannot only help to increase its revenue,but also attract the high quality customer. In other way, wealth management product is animportant field for the fierce competition among the banks. The Wealth managementproduct starts to form from2000to2005. From2006, the amount of issuing and purchasinghas a sharp growing. While the people start concerning and acknowledging it, a variety ofwealth management products showed a bad returning. Many people pay high attention to it.People begin to awake of the risk of the wealth management product. But be limited to theimmeasurable of the risk and asymmetric information, we judge the risks by perceiving.How many ways does the perceived risks influence the purchasing decision, and how much,and whether the demographic variables influence the perceived risks or not. This is what Iwant to try to study.This paper firstly introduces the wealth management product. Secondly, it summariesthe previous theoretical of perceived risks and customers purchasing decision. Throughinvestigations from the customer in the bank, I acknowledge the risks they perceive. Basedon the previous study, a few experts and I come up with five dimensions: perceivedeconomic risk, perceived privacy risk, perceived social psychology risk, perceived time risk,perceived service risk. On the basis of the modal from Stone and Gronhaug, this papercomes up with the perceived risks model in purchasing wealth management products anddefines the variables for the model. Having collected a large amount of data, usingstatistical analysis tools SPSS performed various statistical analysis, verify the hypothesis,that the results of statistical analysis. Finally come to the conclusion that perceivedeconomic risk is in the first place, ranking after two is perceived time risk and perceivedservice risk, perceived privacy risk and perceived social psychology risk at last. By analysisof variance, I get how the demographic variables influence the perceived risks. Finally,based on summarizing the results of the empirical analysis, this paper will give somerelevant suggestions as follow:①innovative products and provide personalized product toreduce the perceived risks;②pay attention to the marketing channels, enhance thecustomers’ trust to reduce the perceived risks;③improve the quality of service to reducethe perceived risks.