Research To The Influential Factors Of Shaanxi Rural Financial Services Product Purchase Intention

With the continuous development of China’s rural economy and the implementation of the strategy to build a new socialist countryside, the countryside in our country got fast development, the living standards of farmers changing fast, income level improved steadily.With the continuous development of China’s rural economy and the implementation of the strategy to build a new socialist countryside, the countryside in our country got fast development, the living standards of farmers changing fast, income level improved steadily.With the continuous development of China’s rural economy and the implementation of the strategy to build a new socialist countryside, the countryside in our country got fast development, the living standards of farmers changing fast, income level improved steadily.With the continuous development of China’s rural economy and the implementation of the strategy to build a new socialist countryside, the countryside in our country got fast development, the living standards of farmers changing fast, income level improved steadily.Study found that the age of the head of the household, the head of the household culture degree of these two factors to the behavior of the farmers to buy financial services products has significant influence, in the family characteristics of land owned by the family, family members in the number of the highest degree of purchase behavior has a significant impact on financial services products, family economic status in the family income level, whether to participate in the folk lending and whether there is a bank loan three factors have significant effect, on the other hand, whether to buy the relatives and friends to participate in the activities of financial services, whether to take the initiative to understand financial information, and where the number of financial institutions around the purchase has a significant impact on rural financial services.In this paper, according to the result of empirical research, from the farmers themselves, financial institutions and the government of shaanxi rural financial products carried on the thorough analysis of the factors that affect purchase intention.Concluded that the financial behavior of peasant household financial management consciousness weak, farmers conservative and external financial environment development seriously restrict the development of the rural financial products market, etc.Concluded that the financial behavior of peasant household financial management consciousness weak, farmers conservative and external financial environment development seriously restrict the development of the rural financial products market, etc.