Research On The Influencing Factors Of Consumers Purchasing Personal Financial Products Of Commercial Banks

Personal wealth management business is a key component and profit growth point of commercial banking business.In the context of my country’s rapid economic development,increasing residents’ income,and the acceleration of interest rate liberalization in the financial market,the development of personal wealth management business of commercial banks is full of opportunities and challenges.With the implementation of new asset management regulations and other regulatory policies,the wealth management business of commercial banks has entered an era of transformation.In the face of intensified market competition,commercial banks can only continue to operate and develop healthily if they continue to insist on innovation.This article starts with the study of the factors affecting consumers’ purchase of personal financial products from commercial banks.It is based on portfolio theory,financial innovation theory,market segmentation theory,and behavioral finance theory.It takes consumers’ "purchase intention" as the dependent variable and proposes corresponding Established a theoretical model based on the variable assumptions of Kunming City,Yunnan Province,and obtained first-hand data through questionnaire surveys,and carried out empirical research on this basis to explore the influencing factors of consumers’ purchase of bank personal financial products.The research and design,marketing and service methods of personal financial products of banks provide certain theoretical support and scientific basis,which has strong practical significance.This article first introduced the research background and significance,and determined the research direction of this article on the basis of referring to the previous research results,and gave the corresponding research methods and technical routes.Subsequently,the relevant domestic and foreign literature is reviewed,and the relevant theories involved in this article are explained at the same time.Next,define the related concepts of personal financial management business and personal financial products,put forward variable definitions and research hypotheses,and establish the basic model of this article.In the research design and implementation part,according to the basic model of this article,the questionnaire development design was completed according to the model variables,and 607 valid questionnaires were obtained,and descriptive statistics were made on the data.In the empirical research part,reliability testing,exploratory factor analysis,correlation analysis,multiple regression model analysis and variance analysis were carried out on the questionnaire data,and the conclusions were obtained:brand image,consumption habits,investment background,product perception,and personalized service.Five variable factors have a significant positive impact on consumer bank personal financial products purchase intention.The last is the research conclusion of this article,and on this basis,it puts forward suggestions for the development of personal financial management business of commercial banks.