私人银行理财产品高净值客户的购买行为分析-analysis of purchasing behavior of high net worth customers of financial products of private banks.docxVIP

The result of analysis illustrates that experiential value has a very significant positive impact on the repeat purchase; funds transfer purchase and premium purchase. Functional value of financial products for private banking has a positive significant effect on the repeat purchase and funds transfer purchase. Perceived cost of high net worth clients has a negative significant impact on the funds transfer purchase and premium purchase. Added value of private bank has a positive significant effect on repeat purchase and premium purchase. The suggestions for private bank are proposed. We sincerely hope that the private bank could highlight the essential attribute of financial products, build professional quality financial team, strengthen risk-based supervision of products and services, and provide targeted value-added services. Meanwhile, the limitation of this research is proposed, due to problems of data collection, we have adopted the interview and questionnaire method to collect data for samples. In this way, the choice situation of part products (services) could be understood directly and accurately for customers. If we will be able to obtain a more comprehensive and accurate data later, the research of private banking customer purchase behavior can be discussed quantitatively on the basis of this research works. KEY WORDS：private bank, financial products, perceived value, high net worth individual, purchase behavior 目 录 HYPERLINK \l _bookmark0 第一章 绪论 1 HYPERLINK \l _bookmark1 1.1 研究背景与意义 1 HYPERLINK \l _bookmark2 1.2 研究的问题与内容 2 HYPERLINK \l _bookmark3 1.3 研究现状与方法 3 HYPERLINK \l _bookmark4 第二章 基于感知价值的高净值人群购买行为理论研究 5 HYPERLINK \l _bookmark5 2.1 消费者感知价值的相关研究 5 HYPERLINK \l _bookmark6 2.1.1 消费者感知价值的概念 5 HYPERLINK \l _bookmark7 2.1.2 消费者感知价值的构成研究 7 HYPERLINK \l _bookmark8 2.1.3 金融理财产品的消费者感知价值 8 HYPERLINK \l _bookmark9 2.2 高净值人群购买行为的相关研究 8 HYPERLINK \l _bookmark10 2.2.1 高净值人群的发展现状 9 HYPERLINK \l _bookmark11 2.2.2 高净值人群的行为特征 9 HYPERLINK \l _book