Research On Consumer Purchase Behavior Of Personal Financial Product In Commercial Banks

With the improvement of living standard and financial awareness, people start paying more attention to the increase of assets value and the rationalization of the structure. Thus, personal financial products have become one of the most important ways of financial management. In the same time, commercial banks are releasing different kinds of financial products to increase market share.As the market is filled with fierce competition, banks have to create new products to attract the attention of investors. As a result, the main elements that convince people to invest become the key focus of commercial banks. At the same time, investors are also looking forward to receiving perfect products and services from banks. That is to say, it is essential for commercial banks to know how to satisfy customers, how to discovery the real needs of them and how to make a difference according to customer demands.However, most researches are delivered from the angel of commercial banks and policy. Such as introducing the overview of financial products, banking financial management, trends and prospects of financial products, analysis of earnings and risks in financial products, economic environment for financial service, and the supervision. However, there is short notice of the consumer demands and needs from the perspective of investors themselves. As a result, this study carries out an investigation among ordinary investor that tries to reveal and understand their purchase demands. The investigation includes the elements of earnings and risks, convenience, service quality, personalized service and brand reputation. Also, it concerns about the satisfaction and trust of financial products investors, which have great influence to customer behavior. Besides, invest experience is also considered as a possible influence element to customer behavior.Questionnaires are released in commercial banks in CHENGDU. Collected data are analyzed using SPSS 15 and AMOS 7.0. The results of this study indicate that elements that can influence the satisfaction of investors are bank brand reputation, quality of service, income and risk; elements that can affect the confidence of investors are the quality of service and bank brand reputation. Investor satisfaction and investor confidence keeps a positive relationship with the intention to buy.