An Empirical Analysis Of The Influence Of Securities Company's Quality Of Investment Advisory Service On Investors' Purchase Intention

The investment advisory business is gradually on the rise as CSRC issued the'Tentative Provisions for the Investment Advisory Business'.Under the adverse impact of the Internet,the investment advisory business,an innovative business,undoubtedly is a new source of incom.How to improve the service quality and the willingness of investors to contract becomes a crucial issue.The theme of this paper is to discuss the influence of the securities companies' quality of investment advisory service on purchase intention of potential investors.First of all,we summarize the relevant theories and measurement dimensions of investment consultancy service quality,customer perceived value,customer participation and investor's purchase intention.Then,we established scales by making use of relevant theories of marketing.In the paper,service quality is argument,while investor's willingness to contract is dependent variable.The customer participation is adjustment variable,and customer perceived value is intermediary variable.Finally,we verified the correlation degree and direction of each factor to investor's purchase intention by empirical analysis methods.Eventually we obtained following conclusions:The quality of investment advisory service has a partly significant influence on the purchase intention of investors,and perceived value plays a partial mediating role between them.Customers' participation plays a moderating role in the quality of investment advisory service and the perceived functional value.The investor's education level,investment experience and the amount of securities assets have a partial influence on each dimension.The author put forward some management suggestions.First,to improve the professional quality of employees,expand investment advisory team,and improve the quality of investment advisory services.Secondly,to provide differentiated products and improve customer perceived value.Thirdly,to increase the attractiveness of the service and the participation of investors.Finally,to increase the service propaganda and public praise,and to improve purchase intention.