An Empirical Study On The Influence Mechanism Of Customer Purchase Intention Of XX Hybrid Fund Of T Company

In 2001,the first open-end fund-Hua ’an Innovation Hybrid(code 040001)was listed,and since then the fund industry has entered the fast track of development.According to the official website of Tiantian Fund(2020),there are 7,235 open-end funds in total.Data show that since2000,China’s fund opened a new increment significantly more than the number of new stock accounts.This shows that China’s "basic people" began to wake up,retail investment gradually began to change strategy and tactics,rely on investment managers with professional knowledge to earn a profit.In the future,funds may become the new darlings to replace stocks in investors’ minds.The fund has the characteristics of low threshold,many choices,fast redemption and less worry,so this financial management model has huge market potential.Fund companies can actively improve their own management level,strengthen the operation of the company,and occupy a favorable current position in the market according to the factors affecting customers’ purchase intention.This paper aims to study the external factors that affect customers’ willingness to buy funds and the degree of influence of these factors on their willingness to buy funds.It is hoped that the research results can provide practical suggestions for the fund industry on how to expand and optimize fund management and operation.In order to accurately study the influencing factors of fund products,this paper selects a hybrid fund with rapid sales growth of T Company in 2020 as the research entry point,and explores the factors that affect the customers’ attention behind the rapid sales growth of this fund.Secondly,by referring to technology acceptance model(TAM)and value acceptance model(VAD),a model of influencing factors of purchase intention of hybrid funds is established.The sample resulst were obtained from the questionnaires,and then analysis them with SPSS.The following points can be made: First,the fund manager’s ability has a certain influence on investors’ perceived value,which will be transmitted to customers’ final purchase intention.Second,good fund returns have a strong appeal to customers,will strengthen the purchase intention of customers;Third,it is easy to increase investors’ perceived value and make them more interested in buying fund products by using the promotion method of fee discount.Among the research factors set in this paper,through research and analysis,it can be known that the purchasing intention of customers is greatly affected by the fund manager’s ability,fund product returns and promotion incentives.According to the empirical research results,the following inspirations can be obtained for T Company’s reference,it mainly have some points as below:1st,select talents and build professional teams.2nd,scientific assessment performance,give play to the subjective initiative of fund managers.3rd,price reduction and flexible pricing to reduce investors’ burden and expand investment attraction.