Research On The Infiuence Of Financial Literacy On The Purchase Behavior Of Urban Residents' Financial Products

In recent years,with the development of commercial banks' financial products market in china,more and more people choose to buy financial products as their own means of accumulation of wealth,especially in urban residents.There are many factors that affect residents' choice of financial products.Financial literacy is a new topic in recent years.It mainly refers to the level of financial knowledge and the decision-making ability related to financial activities.Based on the financial literacy of urban residents,this paper studies the influence of financial literacy level of urban residents in Yulin area on the purchase behavior of financial products,and provides reasonable suggestions and opinions for commercial banks to locate target customers accurately.In this paper,the existing literatures are collated,and then the relevant theories are introduced.Secondly,the present situation of the financial market in Yulin City is analyzed.Finally,according to the research data,analyzing the influence of financial knowledge level,financial attitude level and financial behavior ability on the purchase intention,purchase period,purchase mode and purchase preference of financial products in Yulin city by the logistic regression model,the ordered multivariate logistic regression model and the multivariate logistic regression.And then provide scientific and reasonable countermeasures for the marketing of commercial bank's financial products.The thesis mainly includes the following parts:(1)the relevant theoretical part of financial literacy.This part first defines the basic concepts of financial literacy and financial product purchase behavior,and then introduces the family finance theory and financial literacy theory,which provides the theoretical basis for the analysis of empirical results.(2)Yulin City financial market development status quo.This part mainly expounds the social and economic development of Yulin City and the development of financial market,which provides a theoretical basis for selecting Yulin City as a typical research.(3)empirical analysis.Based on the specific situation of Yulin City,this paper analyzes the data by means of SPSS statistical software,and analyzes the results by analyzing the data by constructing the logistic regression model,the ordered multivariate logistic regression model and the stochastic multivariate logistic regression model.The main conclusions are:(1)The influence of financial knowledge on the purchase intention and purchase mode of financial products is not significant,and has significant influence on the purchase period and purchase preference.(2)Financial attitude has a significant impact on the purchase intention of financial products,and has no significant influence on the purchase period,purchase methods and purchase preferences.(3)The level of financial behavior has a significant influence on the purchase intention,purchase period and purchase preference of financial products,but the impact on the purchase methods is not significant.Based on this,the consumers of different financial literacy levels are classified into active investors and conservative investors.And for commercial banks for different types of investors R & D and marketing financial products made corresponding recommendations.