Consumer Behavior Analysis Of Purchasing Bank Personal Financial Products

Under the background of big data era,the financial market of China's commercial banks continues to develop,and personal financial products of banks have become an important part of China's capital management market.The increase in the yield of personal financial products of commercial banks and the enrichment of product categories have enhanced their attractiveness to customers.Bank personal wealth management products are positioned between low-risk,low-yield savings and high-risk,high-yield equity investments,which largely satisfy the needs of customers for financial investment.In the fierce market competition,various banks have launched new products to attract more customers to invest.At the same time,consumers also hope that banks can better understand their own needs and get better products and services.Therefore,exploring the factors that affect the behavior of consumers purchasing personal financial products of banks has become the focus of major banks.These factors are an important basis for banks to improve their personal wealth management strategies.After reading several articles about the influencing factors of consumers' behaviors in purchasing bank personal financial products,the article absorbs and refers to a variety of research methods under the conditions of collating and summarizing the relevant materials,and uses a combination of theoretical and empirical analysis.To conduct research,the specific research content is as follows:The first chapter is the introduction part,which is an overview of the entire article.The article introduces the research background,research significance,current research status,research methods,innovation points and the deficiencies of the article.The second chapter is the introduction of the concepts and theories of bank personal wealth management products.Introduced the relevant concepts and products of personal financial products of banks,focusing on the relevant theories and influencing factors that influence consumer purchasing behavior.The third chapter is a detailed introduction to the statistics,advantages and disadvantages of multi-level models of research methods.The fourth chapter is an empirical study of the factors affecting the behavior of Qingdao residents purchasing personal financial products from banks.It is also a key part of the article.Taking the consumer's purchase of bank personal wealth management products as the research object,Qingdao residents were selected for questionnaire design,questionnaire survey,and data collection.Taking this level of bank variables as the second level variable,whether consumers purchase bank personal wealth management products as an outcome variable,multi-level logistic model is used to explore the influencing factors of consumers' behavior in purchasing bank personal wealth management products.The results of the study show that there are indeed significant differences in the behavior of consumers purchasing banking wealth management products among commercial banks in Qingdao.However,within the same commercial bank,there are certain similarities in the behavior of consumers purchasing personal wealth management products from banks.Consumers' purchase intention and behavior are significantly affected by personal factors,income factors,product cognition factors,and bank service factors.The fifth chapter is conclusions and recommendations.Based on the empirical results of the article,we concluded specific conclusions,and provided reasonable recommendations for segmenting the customer market,floating subscription amounts,broadening publicity channels,and increasing professionalism.