Research On The Influence Of Internet Financial Products On The Sales Performance Of Financial Services Of A Commercial Bank

In recent years,the arrival of Internet finance has greatly facilitated the daily financial activities of human beings.The Internet financial model represented by Internet payment,Internet lending,Internet financing,Internet banking,Internet credit investigation,etc.has developed vigorously and has been fully recognized by all sectors of society.As an offline financial entity,commercial banks need to actively explore new development strategies to meet the new opportunities and challenges brought by internet financial products.Therefore,based on the development status of Internet financial products and financial business sales performance of commercial banks,it is important to re-examine the advantages and disadvantages of financial business of commercial banks to improve the financial business sales performance of commercial banks The meaning of the need.In this paper,the impact of Internet financial products on the sales performance of financial services of a commercial bank is taken as the research content,and a commercial bank is taken as the research object.First of all,based on the development status of Internet financial products and a commercial bank's financial business sales performance and related domestic and foreign research on Internet financial products and commercial bank's financial products,this paper makes a theoretical analysis on the relationship between Internet financial products and a commercial bank's financial business sales performance,including the development characteristics of Internet Finance and the development characteristics of financial products And the analysis of the current situation of Internet financial products and a commercial bank's financial business sales performance.On this basis,the concept model is established and the research hypothesis is put forward.Through the design and analysis of the pre-test questionnaire,the questionnaire is further determined.The questionnaire is distributed to the financial management customers of a commercial bank.The results are tested This paper proves the moderating effect of customer risk acceptance on the relationship between Internet financial products and a commercial bank's financial business sales performance.The empirical results show that:Internet financial products have a significant negative impact on the sales growth rate of a commercial bank's financial services,Internet financial products have a significant negative impact on the sales proportion of a commercial bank's financial services,and the relationship between risk preference and risk aversion on the impact of Internet financial products and a commercial bank's financial services sales performance has a significant adjustment Effect.Finally,based on the results of the empirical analysis of the questionnaire data,this paper puts forward the corresponding measures and suggestions for a commercial bank to deal with internet financial products.The research results not only enrich the relevant theories of financial products of commercial banks,but also provide feasible theoretical guidance for commercial banks to deal with internet financial products.