随着经济的快速增长和国民收入的逐年增加,个人和家庭对金融产品的需求越来越大。银行理财产品的销售已经成为各大银行新的经济利润增长点。基于消费者的心理感知,研究了消费者购买银行理财产品行为的影响因素。构建消费者购买行为的影响因素模型路径,找出影响消费者购买银行理财产品的因素,并根据影响因素制定相应的促销策略。通过文献分析的研究方法,小规模的深度访谈,问卷调查,和统计分析,这次探索选择了四个变量:自变量,调解员,控制变量,和因变量。它们是购买银行理财产品的影响因素(感知便利性,银行理财产品的风险价值,采购沟通过程的满意度),消费者愿意购买银行理财产品,消费者个人特征和消费者购买银行理财产品的行为。同时,基于196份有效问卷,通过回归模型进行回归分析。结果表明,消费者购买银行理财产品的三个影响因素——感知便利,银行理财产品的风险价值,购买沟通过程的满意度显著影响消费者购买银行理财产品。他们可以为银行提出具体的推广建议。本文旨在从消费者心理感知的角度研究银行理财产品促销策略的优化,为后续相关研究提供参考。
With the rapid economic growth and increased national income year by year, individuals and families have an increasingly greater demand for financial products. Banks\' sales of financial products have become a new economic profit growth point for major banks. Based on consumers\' psychological perception, the influencing factors of consumers\' behavior in purchasing
bank financial products are studied. The influencing factor model path of consumer purchase behavior is constructed to find out the factors affecting consumers\' purchase of
bank financial products and formulate appropriate promotion strategies according to the influencing factors. Through the research methods of literature analysis, small-scale in-depth interview, questionnaire surveys, and statistical analysis, this exploration selects four variables: independent variable, mediator, control variable, and dependent variable. They are influencing factors of purchasing
bank financial products (perceived convenience, risk value of bank financial products, satisfaction of purchasing communication process), consumers\' willingness to buy bank financial products, consumers\' personal characteristics and consumers\' behavior of purchasing
bank financial products. Meanwhile, based on 196 valid questionnaires, regression analysis is carried out through a regression model. The results show that the three influencing factors of consumers\' purchase of bank financial products-perceived convenience, risk value of bank financial products, and satisfaction with the purchase communication process significantly impact consumers\' purchase of
bank financial products. They can put forward specific promotion suggestions for banks. This exploration aims to study the optimization of bank financial product promotion strategy from the perspective of consumer psychological perception to provide a reference for subsequent related research.