A Study On The Influencing Factors Of Urban Residents’ Personal Willingness To Buy Financial Products

The development of macroeconomics has promoted the growth of per capita disposable income of residents,which has injected a steady stream of vitality into the wealth management market.With the improvement of living standards,the personal financial will of urban residents in Shiyan City,Hubei Province has become stronger.However,field surveys found that there are still many problems in the personal wealth management market in the region.Therefore,based on the research of personal wealth management product purchase intentions,the paper hopes to help residents improve financial awareness and make personal financial planning,and financial institutions should also supply products on demand.This paper analyzes the influencing factors of purchase intentions of personal financial products of urban residents by conducting a field survey in Shiyan City,Hubei Province.Considering the relevant theoretical directions,it is believed that three types of factors such as personal characteristics,financial cognition and product characteristics will affect purchase intentions Based on the questionnaire data,we conduct empirical research,analyze the impact of the three types of factors,and use SPSS statistical software to verify theoretical assumptions with the help of Logistic models to draw conclusions: personal characteristics(age,marital status,education level),financial cognition(finance ratio of income,acceptable loss level,financial purpose)and product characteristics(return rate,income period,investment starting point,degree of risk)will have different degrees and directions in the impacts.Finally,from the perspectives of individual financial planners,financial institutions,and financial regulators,suggestions are made for the future development of the personal financial market in Shiyan City.