Analysis Of The Purchase Behavior Influencing Factors Of Personal Financial Products

With the development of economy and the improvement of the income level of resident, the desire of investment and the modern financing ideas of residents are enhanced, and the financial service demand also increasingly diversified. At the same time because of the reform of the financial system, the gradual improvement of financial tools, from commercial Banks’ personal financial management services and products of mature developed countries, the personal finance products of our bank will become an important source of profits. At the same time, commercial Banks in individual financial products competitive also entered the white-hot, and in this case commercial Banks should seize the moment of customer demand, it is great practical significance to improve personal finance product’s willingness to buy and to promote the development of the personal financial management business.This study based on literature research at home and abroad, the application of Venkatesh and Davis technology acceptance model to research the buy influence factors of some personal finance products. This paper defined the influence of personal finance products purchase intention factors as four dimensions, namely the ease of use perception dimensions, useful dimension, trust perception dimensions and risk perception dimensions. On this basis, this paper establish purchase intention effect factors of the relation model form research hypothesis and with the appropriate design of questionnaire of industrial and commercial bank of China Guangzhou branch of 150 customer survey, finally using SPSS13.0 to empirical analysis.This research mainly draw the following conclusion: the ease of use perception of personal intension finance products for customers have positive influence on purchase; the useful perception of personal finance products for customers have positive influence on purchase intension; the risk perception of personal finance products for customers have positive influence on purchase intension; Guangzhou customer background characteristics on purchase intention has significant difference. According to the empirical results, this paper advice related suggestions on marketing strategy planning for individual financial products.