Survey Report On Residents' Willingness To Purchase Personal Financial Business Of Community Bank

Since 2013,under the guidance of national policy,commercial banks have begun to carry out the layout of community banks.Community banks once flourished,but in 2017,community banks in China encountered a wave of shutdown.The development of community banks has stagnated.The Central Economic work Conference in December 2018 once again proposed the development of private banks and community banks,a policy recommendation that brought stagnant community banks back into view.At present,although the community bank is set up in the community,it is not well integrated into the community to provide good personal financial business for community residents.The purpose of this paper is to investigate the residents of A community.To study the degree of residents' cognition of Branch A and the influencing factors of residents' willingness to purchase personal financial business of Branch A,so as to provide countermeasures and suggestions for the better development of personal financial business of Branch A in the future.Furthermore,it provides better community financial services for community residents,and also provides certain reference value for other banks to develop personal financial business of community banks.This survey adopts the method of questionnaire survey.The questionnaire includes four parts: the degree of residents' cognition of A community branch,residents' personal information,residents' willingness to purchase financial products and services provided by A community branch,and the influencing factors of residents' perception of financial products and services purchased by A community branch.In the process of returning the questionnaires,after eliminating the questionnaires which are not filled in or whose logic is obviously wrong,the data of the valid questionnaires are summarized.Using SPSS software to make statistical analysis of the survey data,the following three conclusions are drawn.Firstly,the degree of residents' cognition of Community A Branch is still relatively low,and they are more interested in the collective and entertaining activities that community A branch will hold.Secondly,among the influencing factors of residents' willingness to purchase financial products,perceived risk,perceived product value,perceived cost,gender,age and monthly income have significant effects on residents' willingness to purchase financial products.Thirdly,among the influencing factors of residents' willingness to purchase financial services,perceived product value,perceived cost,age and monthly income have significant effects on residents' willingness to purchase financial services.At the end of this paper,according to the above research conclusions,targeted suggestions are put forward from two aspects of cognitive level and financial products and services.These suggestions provide a way for A community branch to optimize its personal financial business,generate and enhance residents' willingness to purchase its products and services.It also have certain reference significance for other banks to develop personal financial business of community banks.