Research On Influencing Factors Of Rural Residents Purchasing Financial Products In Yangling Demonstration Area

With the rapid development of our country economy,people's income is rising steadily,the disposable income of rural households and household financial assets has been synchronized growth,rural residents' demand for diversified financial services has been formed.However,at present,the development of family finance in our country is not balanced.Due to the low level of education,rural residents' families are still old and conservative.This study in yangling demonstration zone of rural residents as the research sample,in the process of study,using the method of questionnaire,investigation content for the demonstration area residents' financial needs,through the survey of relevant influence factors were studied,the study found that gender,registered permanent residence,culture level,family average net income,financial awareness,the interest rate for the understanding of financial products,financial products has significant effects on rural residents to buy financial products,at the same time,Yangling demonstration zone of rural residents in the process of family financial management,the low income level,the financial management mode is not scientific,limited financial information channels,rural financial market is imperfect,and many other problems.This study using the portfolio theory,life cycle theory and the hierarchy of needs of Yangling demonstration zone were analyzed the influence factors of rural residents' personal finance demand,mainly from the banking financial institutions to support and family personal finance standard two aspects proposed countermeasures,including in Yangling demonstration zone of rural residents' income,on the basis of banking financial institutions to broaden the rural financial sources of information channels,increase rural financial product;The family should make appropriate family planning.In order to promote the healthy development of rural household financial management in Yangling demonstration area,the regional economy can develop better and faster and form a virtuous circle.