A Study On The Relationship Between Perceived Factorsand The Willingness To Buy Private Equity Funds

With the rapid economic development of China and the increasing savings and wealth accumulation of its residents,the major financial institutions are expected to provide them with products that will preserve value,increase value and pass on risks.Private equity investment funds,as a high-risk,high-yield investment varieties,immediately stand out in other products,and many of the pursuit of high returns of high net worth investors.With the increasing attention to private equity funds,their marketing problems are also gradually exposed.At present,the major financial institutions will pay more attention to the yield of the products and the risk bearing ability of the customers,but whether the decision of the customers is influenced only by the single factors of "risk" and "profit" is a subject of practical significance and theoretical value.This paper first reviews the existing literature at home and abroad,combs through the definition and dimension of perceived risk,perceived interest and customer purchase intention,and establishes the relationship model between perceived risk,perceived interest and customer purchase intention.Through the questionnaire investigation of the investment behavior of qualified investors in the three places,SPSS is used to analyze the collected data,and a structural equation model is constructed to verify the theoretical model.Finally,on the basis of theoretical analysis and empirical research,the relationship between perceived risk,perceived benefit and customer purchase intention is verified.Through the above research work,the following basic conclusions are drawn:(1)"perceptive interest" and "perceptive risk" are the core influencing variables of the willingness of qualified investors to buy behavior.(2)The perceived benefits and perceived risks of qualified investors are multi-dimensional constructs.Perceptive benefit consists of three dimensions: perceived product benefit,perceived service benefit and perceived relationship benefit.Perceptive risk consists of six dimensions: perceived financial risk,perceived credit risk,perceived psychological risk,perceived social risk,perceived knowledge risk and perceived time risk.(3)Investors can be effectively identified according to perceived benefits and perceived risks.According to this,qualified investors can be classified into high benefit,high risk sensitive customer group,low benefit,high risk negative customer group,low risk indifferent customer group,high risk positive customer group.(4)Contrary to the practice of private equity fund marketing,most qualified investors value perceived benefitsmore than perceived risks.(5)An increase in perceived risk levels does not necessarily lead to a decrease in customer satisfaction and there is no correlation between the two.(6)The perceived benefits of different types of qualified investor groups differ in importance from the perceived risk components.(7)There are significant differences between the demographic characteristics of different groups of qualified investors and the characteristics of private equity funds,and therefore product models should betailored.Finally,this paper puts forward some suggestions on the investment management of private equity fund based on the research results,hoping to make up for the shortcomings of the empirical research on the investment willingness of qualified investors in China and provide reference for private equity investment.