Research On The Impact Of Internet Management On Commercial Bank

As income levels increase,residents have more idle funds,and personal financial needs are gradually increasing.The wealth management products launched by the traditional wealth management market have high thresholds and poor liquidity,and their audiences are mainly middle-to-high-income people,which cannot meet the needs of low-income people.Driven by China's "Internet +" policy,Internet wealth management came into being.With its own advantages,it quickly attracted a large number of investors and even affected traditional financial institutions such as commercial banks.Therefore,quantitative research on the impact of Internet finance on commercial banks is crucial.First of all,this paper draws on domestic and foreign literature and semi-structured interview results to design research scales,and measures the perceived value of Internet wealth management customers,perceived risk of commercial bank wealth management,satisfaction and loyalty.Among them,perceived value includes the seven levels of economy,mobility,people-friendly,emotion,service,efficiency and society;perceived risk includes five levels of risk:finance,time,society,privacy and psychology;satisfaction includes service efficiency,service attitude,product revenue and product category;loyalty includes repeated purchases and customer recommendations.Secondly,this paper uses cross-analysis to study the relationship between the structural characteristics of consumers and their use of Internet and commercial banking wealth management products.The research results show that in the analysis of the structural characteristics of Internet wealth management customer behavior,the three types of wealth management products,such as money fund,fixed income and P2 P online loan,all show that "the age,occupation and income level of consumers are significantly related to their use behavior." Characteristics of the characteristics of commercial bank wealth management customer use behavior,consumer gender and its use of funds,stocks and bonds wealth management products,consumer age and its use of insurance and stock wealth management products,Consumer occupations and their use of savings deposits,insurance,funds and equity wealth management products,consumer income and their use of all types of commercial banking wealth management products are significantly correlated.Then,this thesis uses the fuzzy comprehensive evaluation method based on principal component analysis to study the perceived risk of commercial banks in the context of Internet financial management.Principal component analysis results show that the perceived risk of commercial bank wealth management customers is divided into functional risk and emotional risk.Among them,functional risks include both financial and temporal risks,while emotional risks include social,privacy and psychological risks.The results of fuzzy comprehensive evaluation show that from the perspective of customer perception,the perceived risk of commercial banks in the context of Internet financial management is at a low level.Among them,functional risk is the most important risk perceived by customers.Finally,the structural equation model is used to empirically analyze the impact of Internet wealth management customer perceived value on perceived risk,satisfaction and loyalty of commercial bank wealth management customers.The results of the measurement model show that:(1)Consumers' perception of the value of Internet financial management mainly reflects six aspects: strong liquidity,emotional enjoyment,time saving,low financial management,high profitability and strong product diversity.(2)Financial risk is the key factor for commercial bank's perceived customer perceived risk in the context of Internet financial management;privacy risk is the key factor for its perceived emotional risk.(3)Consumers' satisfaction with the profitability of commercial bank wealth management products and staff service efficiency is the most important factor affecting their overall satisfaction.(4)Consumers' repeated purchases of commercial bank wealth management products or services have the greatest impact on customer loyalty.The results of structural model show that:(1)The perceived value of Internet wealth management customers has no significant impact on the perceived emotional risk of commercial bank wealth management customers,and has a significant positive impact on the functional risks perceived by commercial banks.(2)The functional risk perceived by the commercial bank's wealth management customers has a significant negative impact on its satisfaction,while the perceived risk of the commercial bank's wealth management customers has no significant impact on its satisfaction.(3)Commercial banks' perceived customer functional risk and emotional risk have a significant negative impact on their loyalty.(4)Commercial bank wealth management Customer satisfaction has a significant positive impact on loyalty.(5)The total impact of Internet wealth management customer perceived value on customer perceivedfunctional risk,satisfaction and loyalty of commercial banks is 0.417,-0.172 and-0.305,respectively.In summary,Internet finance has a certain degree of impact on the wealth management business of commercial banks by virtue of its own advantages.Therefore,commercial banks must correctly understand this threat and make appropriate adjustments in terms of business philosophy,business structure,customer base,and service level.