A Study On City Community Residents’ Intention To Use The Community Bank

The development mode of the society and the change of the social structure have a great influence on the development of the financial institution. Along with the development trend of urbanization and community in China, community banks came into being. Although a number of commercial banks have started to build the community banks and community banks are being on the rapid development stage, community banks are still emerging things and the development is not yet mature in our country. At present, the most researches on community banks are in the qualitative analysis, focusing on the relationship between community banks and small & medium enterprises, and neglecting the important service object--community residents. This study take the community residents as research object, using social psychology, rational choice theory and trust theory, through the basic principles and methods of social investigation, analyzes the influencing factors on the residents’ intension to use the community bank from the perspective of sociology. Then the thesis explains the behavior of residents and react this specific social groups’demand for financial services by individual behavior. According this, the thesis put forward the constructive suggestions for the development of community banks.Research shows that the urban community residents do not have a clear understanding for community banks. Research findings show that personal factors-age, income, occupation, have little influence on residents’intention and the use of behavior. Economic factors-service quality, convenience, cost and risk, have a great influence. Social factors-social relations and social environment, also have a great effect. The thesis takes the influencing factors on the residents’intension to use the community bank as research subject, innovatively rises from micro level of individual behavior analysis to the analysis of the macroscopic social action. According to the research results, combing with the characteristics of community and community residents’demand for the community banks, the thesis puts forward the relevant countermeasures and suggestions. At the same time it has important practical significance for improving community’s service and enriching the community’s function.This thesis consists of five parts.Chapter 1 is an introduction, which involves the background of the research, the present research status at home and abroad, the main content and methods of the research, the purpose and significance.Chapter 2 mainly introduces the concept and the relevant theoretical basis. It describes the concept of community, community service, community banks, It describes the related theory, social psychology and elaborates the rational choice theory, points out the aptness in relevant theories in the research problem. This thesis draws lessons from the rational behavior theory and the theory of planned behavior in social psychology to explore the influencing factors on the residents’ intension to use the community bank, then to analysis the residents’behavior basing on the intension. According to the rational choice theory and trust theory, the study extracts the related factors, individual factors, economic factors and social factors.Chapter 3 analyzes the present situation of urban community residents for community banks consumption. This chapter firstly describes the development of community banks and features of community banks’ function. Then it explains the relationship between community Banks and community services. Finally the chapter describes the community residents’ understand and use for community banks.Chapter 4 is the key of this study which involves the statistical analysis about the city community residents’ behavioral intention for community banks. This chapter. Firstly, it is the research design, that includes, the design of the questionnaire in this research, issuing, recycling and the descriptive statistics to sample. Then, according to the survey, the urban community residents to understand the status quo of community banks is analyzed. Finally, it from the individual factors, economic factors, social factors, describes and analyzes the relevance to behavioral intention.Chapter 5 is the conclusion and suggestion of this thesis. First of all, according to the result of analysis, it gives the research conclusion of this paper. Then, the chapter puts forward strategies and suggestions on the development of community banks, and according to the advice, the corresponding countermeasures and suggestions of community service is put forward to promote our banks’function. Finally it points out the innovation and the deficiency of this study.