The Analysis Of Financial Product Demand In The Commercial Banks At The Background Of The Internet Banking

Since 2012, the rapid development of Internet banking has caused unprecedented influence on people’s economic, political and cultural life. At the same time, the Internet banking is also changing the traditional style of financial banking. A number of Internet financial derivatives have come out, which cause great pressure on traditional financial industry. Internet banking has had a huge impact on the development of commercial banks. People’s demands for financial products of commercial banks are constantly changing by the shock of Internet banking. The monopoly of commercial banks has ceased to exist. If you want to emerge in this competition, you must make some changes..On the basis of the literature review and theoretical explanations, this paper analyzes the background of Internet banking and its present status of development, introduces the development status of financial products of commercial banks,which shocked and influenced by Internet banking, and puts forward the research hypothesis of the factors which influence financial products of commercial banks. Using qualitative interview and questionnaire data, this paper explores the influential factors of financial products of commercial banks from the aspect of consumers. Using six indicators: purchasing consciousness, product risk, sale channel, promotion way, product innovation, personal quality and service to measure the influential factors of demands for financial products of commercial banks, and then using factor analysis method to verify the influential factors, we finally draw a conclusion. According to the research conclusion, this paper puts forward countermeasures and suggestions to expand the demands of financial products of commercial banks.The main conclusions of this paper are these: Firstly, consumers’ satisfaction has a positive impact on the demands for bank financial products. Secondly, purchase consciousness, product risk, product innovation and personal quality and service have a significant, positive impact on consumers’ internal business satisfaction., and product risks, sale channels, promotion channels and product innovation have a significant, positive impact on consumers’ external environmental satisfaction. Thirdly, product risks, sale channels, promotion way and product innovation have a significant, positive impact on the demands for bank financial products.According to the research conclusion, proposed policy recommendations are: one is the bank financial products and Internet Financial comparison, and enhance consumer awareness of purchase; the second is improve Internet banking supervision, to guard against the risk of financial products; the third is based on the advantage of Internet banking, innovative financial products; the fourth is to strengthen the connotation construction of commercial banks, to protect the effective demand for financial products, the fifth is to use of Internet and other means of publicity, improve the visibility of financial products.