Study On The Influences Of Behavioral Finance Theory On Commercial Bank Financial Products

With the rapid development of the financial market, financial products have been one of the most important ways to invest. The financial product investors make their choices not only considering the traditional factors as risks and benefits or the cycle time of the capital but also following their own characteristics to go along with the products.This paper .review the research on the financial products, and states that the rapid development of the financial market and the success of behavioral financial theory in stock market. Then conclude that it is necessary to research the financial products with the financial behavioral theory. Basing on the combination of the representative irrational behaviors and psychological factors of the investors, this paper analyzes how the behaviors impact the multi-objective decision making model. One more restriction should be added during solving equationsWith the theories above, this paper also research through the questionnaire which analysis of reliability and validity are good. Through the data analysis, this paper clusters all the investors into three parts based on the research and statistical results with the names of Professional investors, Aggressive investors and Negative investors. Design suggestions on confidence of investing, dependence to the bank and impact by information have given to different groups. The suggestions make the products coincident the demands of investors and complete the design.