Analysis Of The Factors Affecting Personal Financial Products Of Bank Purchase Behavior

In the context of the global banking business transformation, our country banking industry is also trying to seek new profit growth point, and at the same time our country national economy fast growth, per capita income is increasing, people’s living standard and quality have been greatly improved, more and more many families in the so-called spare cash, the actual purchasing power of residents is significantly improved and simple bank savings business already unable to meet the demand for personal property appreciation value, people began to realize the method of using specialized bank financing business to the importance of the accumulation of wealth. Residents in such a financial needs more and more strong, bank financial products also cluster context, how to get from the customer perspective, can fully meet the financial needs of customers, make the customer experience to a more comprehensive, more features, more diversified financial services is very important, this paper mainly study on commercial bank personal financing business, analyzing what are the main factors affect residents’ purchasing behavior.After a lot of reading the domestic and foreign research achievements about bank personal finance business and buying behavior factors affecting the theory achievements of relevant literature, the analysis of the survey data, sorting, summed up under the premise of using the research method of combining theoretical and empirical analysis by interview and questionnaire survey research method of combining study, concrete research content is as follows.The first part is the introduction, gives a general overview of the whole paper. Introduced the topic background and significance, in this paper, the research content and objectives, research methods and framework, and possible innovations.The second part is the related theories and literature review. Defined by this study related bank financial products, personal finance business and buying behavior, such as concept, and "personal financial management business at home and abroad are summarized and the research status of purchasing behavior influence factor ", thus laid a foundation for the analysis to the research in the article.The third part is the research design. Determine the specific research content, further explain why choose these research variables, why choose xuzhou city residents as investigation object, and introduced the questionnaire at the same time, the design concept of the concrete expression of the implement process of the research and results.The fourth part for xuzhou city residents to purchase behavior:an empirical study of factors influencing the financial product, is also the focus of this article. Based on the research of the questionnaire survey of a large number of data were analyzed, and explain the social demographic characteristics, residents’ purchasing motivation, risk preference and a variety of psychological and cognitive factors such as the product is how to affect purchasing behavior.The fifth part is conclusion and suggestion. According to the full article summarizes specific conclusions, and give reasonable Suggestions.In this paper, the analysis of the concrete application method is descriptive statistic analysis, cross analysis and model analysis, the research draws the following conclusion, that is affecting the behavior of residents to buy bank personal finance products residents are the main factors of gender, education, income, risk preferences, the degree of understanding of the bank of personal finance products, the ease of access to financial information, on the degree of trust bank personal finance product and the bank financial personnel such as degree of professional approval, the residents education, appetite for risk, and that degree of difficulty for financial information rather than buying an inverse relationship, other factors were positively related to relationship.