Research On Household Portfolio Choice Behavior

With the further deepening of reform and opening up, the families accumulatewealth. How to keep and increase wealth of families is an important issue about qualityand satisfaction of a family life. Families have a wider space of portfolio choice becauseof the development of financial market. The research of household portfolio choicebelongs to the study of household finance. Further study of household portfoliobehavior can improve satisfaction of families’ life. It can also give useful suggestions onoptimizing financing tools and formulating macro policies. It can be seen in-depth studyof household financial asset allocation has important theoretical and practicalsignificance.Introduce related concepts and behavior finance theory, and then study thehousehold portfolio choice behavior from three levels. Firstly, household portfoliochoice behavior is complicated. Many factors have influence on it. So analyses theeffect of life cycle and wealth level. Secondly, based on BSV model, deeply analysesthe influential of risk attitude, conformity, trust, expectation, sentiment, andoverconfidence which are cognize of family members. Found that level of cognize maylead to representative bias and conservatism. Then give advice to corrective them.Thirdly, send questionnaire to accumulate data. Use factor analysis and regressionanalysis to test the influence on the household portfolio choice behavior. Through theanalysis, verify that life cycle and wealth level do affect household portfolio choicebehavior, and the degree of influence is higher than other factor. The families havehigher psychological cognitive level tend to choose large scale of securities and realasset, the influence of monetary is not notable.