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论文编号：	3930
作者编号：	1120080726
上传时间：	2011/12/7 16:05:30
中文题目：	基于感知利益与感知风险权衡的银行理财顾客识别及其实证研究
英文题目：	The identification and empirical study of bank financial customers based on the balance of perceived benefit and perceived risk
指导老师：	吴晓云
中文关键字：	感知利益，感知风险，感知价值，银行理财产品，顾客识别
英文关键字：	perceived benefit,perceived risk,perceived value,bank financial product, customers identification
中文摘要：	随着中国经济快速发展，居民的储蓄和财富积累不断增多，期望银行能为其提供保值、增值并转嫁风险的产品。此需求促进了银行理财产品的快速发展，使个人理财业务成为银行的新利润增长点。伴随银行理财产品日益受到关注，理财产品营销中的问题也逐渐暴露出来。当前银行将更多注意力集中于顾客的风险承受能力，但顾客的购买决策是否仅受“风险”这一单一因素的影响，是一个既具有现实意义又具有理论价值的课题。 本文选择银行个人理财产品（以下简称银行理财产品）营销为研究背景，探讨顾客对于银行理财产品的认知。从态度认知视角对顾客购买过程中的核心权衡因素——“感知利益”与“感知风险”的内涵与构成进行深入全面拓展，从“感知利益”与“感知风险”双重视角对顾客进行识别，探讨不同类型顾客群体的特征并提出具有针对性的产品模式。 本文将经济学投资组合理论和行为金融学理论中的“收益”与“风险”的权衡，与感知价值权衡内涵的“感知利得”与“感知利失”之间的权衡，拓展为基于态度认知理论既适用于有形产品又适用于无形服务的“感知利益”与“感知风险”内涵。经济学相关理论对投资的评估仅限于货币层面的得失。同时，现有管理学感知价值权衡内涵讨论中的“感知利得”大多仅关注于产品本身。“感知利失”大多仅关注于金钱与时间、精力层面的付出。基于上述背景，本文更为全面、深入地探究了顾客在购买中对于产品所得与付出的全面考量。从“感知利益”与“感知风险”视角对顾客对于某种产品或服务的感知进行评价。本文深入探讨了服务业背景下产品“感知利益”与“感知风险”的内涵与构成。顾客对于任何产品或服务的购买都是围绕“感知利益”与“感知风险”的权衡进行的，“感知利益”与“感知风险”是顾客对产品或服务深层态度认知的主要影响因素。因而，本文将“感知利益”与“感知风险”权衡与基于态度认知的多维度识别研究相结合，构建出一套全面、完整的顾客识别体系。同时，针对识别结果，就不同类型顾客群体所具备的特征进行深入分析。因而，寻找对于某种特殊产品的深度心理认知变量，并探究不同类型顾客群体所具备的特征，具有重要而现实的理论价值。 本文完成的研究工作主要有：（1）从现实角度论述本研究主题的重要性并对研究范围进行清晰界定。分析了中国商业银行理财业务的发展概况。同时，对相关文献进行梳理，回顾300多篇关于“感知利益”、“感知风险”、“感知价值”、“顾客满意”、“购买意愿”、“顾客识别”、“理财”、“理财营销”、“理财产品”等相关领域的研究成果。就现有研究中的核心观点进行梳理，在分析现有研究成果的基础上奠定本文的理论基础。（2）在现有文献回顾的基础上，结合深度访谈与内容分析的结果。从顾客认知视角构建了“BFCPV权衡因素模型”、“BFCPV权衡因素与购买意愿关系模型”以及“基于感知利益与感知风险权衡的顾客识别模型”。在理论阐释与论证的基础上，系统提出了感知利益与感知风险的构成维度以及模型各变量之间的路径关系假设。（3）在实证文献梳理的基础上，通过对银行理财领域专家以及理财顾客的调研访谈、预测试等步骤开发出基于认知视角的感知利益与感知风险测量量表。利用SPSS19.0及AMOS17.0软件对数据进行分析。最终形成了银行理财顾客感知利益和感知风险的指标及测度量表。（4）本研究以购买过银行理财产品的顾客作为研究对象，进行了规模性问卷调研。并根据调研数据进行实证检验，基于实证研究结果，凭借银行理财顾客识别模型划分银行理财顾客类型。并对模型各变量之间的关系假设进行实证检验。（5）对识别出的不同类型顾客群体分别进行实证检验分析，探讨不同类型顾客群体的感知利益与感知风险对于购买意愿影响程度的差异、感知利益与感知风险构成维度重要程度的差异以及不同类型顾客群体的人口统计和购买理财产品的特征。最终，根据不同类型顾客群体的特征，提出具有针对性的提升感知利益并且降低感知风险的产品模式。 通过上述研究工作，本文得出以下基本结论：（1）感知价值的权衡因素——“感知利益”和“感知风险”是银行理财顾客购买行为意愿最为核心的影响变量。（2）银行理财顾客的感知利益与感知风险皆为多维度构念。感知利益由感知产品利益、感知服务利益和感知关系利益3个维度构成。感知风险由感知财务风险、感知信誉风险、感知心理风险、感知社会风险、感知知识风险、感知时间风险6个维度构成。（3）根据“感知利益”与“感知风险”能够对顾客进行有效识别。据此可将银行理财顾客划分为知感知高利益-高风险敏感型顾客群体、感知低利益-高风险消极型顾客群体、感知低利益-低风险冷漠型顾客群体、感知高利益-低风险积极型顾客群体。（4）与银行理财产品营销实践相悖，大多数理财顾客对于感知利益的重视大大超过了感知风险。（5）感知风险水平的提升不一定会导致顾客满意程度的下降，两者之间不存在相关关系。（6）不同类型银行理财顾客群体的感知利益与感知风险构成维度的重要程度不同。（7）不同类型银行理财顾客群体的人口统计特征与购买理财产品特征存在显著差异，因而应针对性设计产品模式。 本文的研究贡献主要体现在：（1）从感知利益和感知风险权衡的管理学层面切入。并将研究深入到对感知利益和感知风险权衡的经济学理论基础之中，即经济学基于“收益”与“风险”权衡的投资组合理论和行为金融学理论。因此，大胆而富有逻辑地解释和阐述了银行理财顾客感知利益和感知风险权衡的经济学投资决策的相关理论。建立的研究视角，为本文搭建了一个全新的研究平台。（2）本文从顾客感知视角对“感知利益”和“感知风险”的内涵与构成进行了全面拓展。将经济学理论中的“收益”与“风险”的权衡，与感知价值权衡内涵的“感知利得”与“感知利失”的权衡，拓展为基于态度认知理论的“感知利益”与“感知风险”的权衡，对感知价值权衡的核心因素进行了理论内涵的拓展与创新。（3）创新性从态度认知视角对顾客基于“感知利益”和“感知风险”水平差异进行多维识别。对于顾客识别的研究中，大多是从企业视角根据某个单一变量对顾客进行识别，虽然有个别学者尝试对顾客进行多维识别，但往往所选择的识别变量无法代表顾客对于某种事物的全面考虑，并未能够深入探究顾客在产品购买过程中的全部考虑因素。（4）探究“感知利益”和“感知风险”对于感知价值、顾客满意及购买意愿的直接与间接影响关系，及其对各变量影响程度的差异。本文结合态度构成要素理论、态度行为关系理论等心理学相关理论，探索感知利益和感知风险对于顾客购买意愿所产生的影响效应，以及感知利益与感知风险各构成维度重要程度所存在的显著差异。（5）通过理财顾客感知利益与感知风险水平的差别对顾客进行识别，探索中国背景下银行理财顾客的类型分布情况。并据此对不同类型顾客群体分别进行模型检验与分析，探讨不同类型顾客群体的人口统计特征与购买的特征，并相应提出提升顾客感知利益并降低感知风险，进而提升顾客感知价值与购买意愿的产品模式。
英文摘要：	With the rapid development of China,people's savings and wealth is growing.They expect banks to provide products which can increasing value and transfering risk.This kind of need promotes the rapid development of financial products,personal financial service of bank become a new point of profit growth.With the growing concern of financial products,marketing problems are gradually exposed.Recently,bank only focus on perceived risk of bank financial customers.But whether customer's purchasing decision only effected by “risk” is a practical and theoretical topic. This paper chooses bank personal financial product (hereinafter referred as financial product) marketing as research background,explores the perception of bank financial customers.This paper from the perspective of customer's attitude,expands the meaning of “perceived benefit” and “perceived risk”.Indentifies customers by the way of the balance of “perceived benefit” and “perceived risk”.Explores the characteristics of different types of customer groups and proposes product modes. Based on the balance of “profits” and “risk” of portfolio theory and behavioral finance theory,and the meaning of perceived value of the balance of “perceived benefit” and “perceived loss”.This paper expands the meaning of “perceived benefit” and “perceived risk”,which can both applied to tangible products and intangible services.The theory of economics is limited the currency level assessment of the investment.In the discussion of balance meaning of perceived value,“perceived benefit” mostly only focus on product.“Perceived loss” mostly only focus on the loss of money,time and energy.Because of this background,this paper explores almost all aspects of “benefit” and “risk”.Based on “perceived benefit” and “perceived risk” evaluates the perception of customer.This paper explores the meaning and construction of “perceived benefit” and “perceived risk” in the context of bank financial service.Purchasing any products or services is the result of the balance of “perceived benefit” and “perceived risk”.“Perceived benefit” and “perceived risk” are major influence factors of the perception of customers.Therefore,combining the balance of “perceived benefit” and “perceived risk” and multi-dimensional identification based on attitude,this paper constructs a comprehensive and complete customer identification system.Meanwhile,analyses the characteristics of different types of customer groups.Therefore,finding variables of customer's perception of a particular product and exploring the characteristics of different types of customer groups is an important theoretical and practical value topic. This paper completes the works as followed:(1)From a practical point of view,discusses the importance of the research topic and clearly defined the scope of research.Analyses the development of bank financial service in China.What's more, this paper arranges reletive literatures,reviewes more than 300 papers about “perceived benefit”,“perceived risk”,“perceived value”,“customer satisfaction”,“purchase intention”,“customer identification”,“financial”,“financial marketing”,“financial products”and other related fields of research.The analysis of the results of existing research lays a theoretical basis of this paper.(2)Based on literature review and the result of depth interviews and content analysis.This paper constructs “balance factors of BFCPV model”,“Balance factors of BFCPV effect on purchase intention model” and “Customer identification model based on the balance of perceived benefit and perceived risk”.Based on the present theory,proposes the dimensions of “perceived benefit” and “perceived risk” and hypothesises of variables in model.(3)Based on the review of empirical literatures and interviews of financial experts and bank financial customers,through pre-testing develops scales of “perceived benefit” and “perceived risk”.Using SPSS19.0 and AMOS17.0 software analyses data.Finally,finishes the scales of “perceived benefit” and “perceived risk” of bank financial customers.(4)This study chooses financial customers who have purchased bank financial products before as study objects and makes questionnaire survey.According to survey data,this paper makes empirical tests.Based on empirical results,according to“Customer identification model based on the balance of perceived benefit and perceived risk” identifies bank financial customers.And examines hypothesises of model.(5)Makes empirical tests of different types of customer groups.Explores the influences of perceived benefit and perceived risk on purchase intention,the importance of dimensions of perceived benefit and perceived risk,the characteristics of different types of customer groups.Finally,according to the characteristics of different types of customer groups,proposes product modes which can enhance the level of perceived benefit and reduce the level of perceived risk. The basic conclusions of this paper are as followed:(1)The balance factors of perceives value-“perceived benefit” and “perceived risk” are core influence factors of purchase intention of bank financial customers.(2)“Perceived benefit” and “perceived risk” of bank financial customers are both multi-dimensional concepts.Perceived benefit is construct of perceived product benefit,perceived service benefit and perceived relationship benefit.Perceived risk is construct of perceived financial risk, perceived reputational risk,perceived psychological risk,perceived social risk, perceived knowledge risk,perceived time risk.(3)According to the differences of “perceived benefit” and “perceived risk” can identify customers effectively.Bank financial customers can be divided into perceived high benefit-high risk sensitive customer group,perceived low benefit-high risk customer passive group,perceived low benefit- low risk cold customer group,perceived high benefit- low risk positive customer group.(4)Contrary to the practice of financial products marketing,most financial customers pay more attention to perceived benefit over perceived risk.(5)Raising the level of perceived risk will not necessarily lead the result of declining the level customer satisfaction.There is no correlation between perceived risk and customer satisfaction.(6)The characteristics of demographics and purchasing behavior of different types of bank financial customer groups is different.(7)The importance of dimensions of perceived benefit and perceived risk of different types of bank financial customer groups is different.Therefore,should be targeted to design financial products. The contribution of this paper are as followed:(1)From management field of the balance of “perceived benefit” and “perceived risk” cut into the study.And then deep into portfolio theory and behavioral finance theory in economics.Therefore,this paper explains the criterions of investment in the theory of economics.Build a new research perspective and platform for this study.(2)This paper from the perspective of customer perception expands the meaning of “perceived benefit” and “perceived risk”.Expands the balance of “profit” and “risk” in the theory of economics and the balance meaning of perceived value,this paper proposes the balance of “perceived benefit” and “perceived risk” are core factors of perceived value.(3)Based on the different level of “perceived benefit” and “perceived risk”,this paper indentifies customers from attitude perspective.Most studies according a single variable to identify customers from a corporation perspective.Although there are some scholars try to identify customers by multi-dimensional variables,the identified variables chose can not represent full account of things of customers.And can not deep into all considerations in the process of purchase of customers.(4)This paper explores the influence of “perceived benefit” and “perceived risk” on perceived value,customer satisfaction and purchase intention.And discusses the differences of the importance of dimensions of perceived benefit and perceived risk.Combined with attitude theory,this paper explores the differences of influence of “perceived benefit” and “perceived risk” to perceived value,customer satisfaction and purchase intention. (5)Indentifying bank financial customers by the differences of the level of “perceived benefit” and “perceived risk”,explores the types of bank personal financial customers in the context of China.And makes empirical tests of “Balance factors of BFCPV effect on purchase intention model” with different types of bank financial customer groups,explores the characteristics of demographics and purchasing behavior of different types of bank financial customer groups.And proposes financial products which can enhance the level of perceived benefit and reduce the level of perceived risk.
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