银行个人理财客户识别矩阵构建及实_省略_基于感知利益与感知风险权衡的视角_张童.pdfVIP

山西财 经大 学 学报 2011 年11 月 Joumal of Shanxi Finance and Economics University Nov. ，2011 第33 卷第11期 Vol.33 No.11 金融·投资 银行个人理财客户识别矩阵构建及实证研究 ———基于感知利益与感知风险权衡的视角 张 童1，2 （1.天津财经大学商学院，天津300222 ；2.南开大学商学院，天津300071） ［摘 要］银行个人理财客户的购买决策建立在对理财产品整体评估的基础上。本文对感知价值的内涵进行理论拓展与创 新，提出银行个人理财客户对理财产品的感知价值是感知利益与感知风险的权衡，并归纳了感知利益与感知风险的构成维度。 根据感知利益与感知风险水平差异对个人理财客户类型进行识别，通过实证研究检验了整体及各客户类型感知利益与感知风 险对感知价值及购买意愿的综合影响效应。 ［关键词］银行个人理财客户；客户识别；感知价值；感知利益；感知风险 ［中图分类号］F276 ［文献标识码］A ［文章编号］1007－9556 （2011）11－0036 －11 Empirical Study of Identified Matrix of Bank Personal Financial Customers - - - - Based on the Balance of Perceived Risk and Perceived Benefit ZHANG Tong 1,2 （1. School of Business, Tianjin University of Finance and Economics, Tianjin 300222; 2. School of Business, Nankai University, Tianjing 300071, China） Abstract ：The purchase intentions of bank personal financial customers base on an overall assessment of financial products. This paper develops the concept of perceived value from the balance between perceived benefit and perceived loss to the balance between perceived benefit and perceived risk based on intangible service products, and explores the dimensions of perceived benefit and per－ ceived risk. According to different levels of perceived benefit and perceived risk identifies bank personal financial customer types, and examines the effect of perceived benefit and perceived risk influence on purchase intentions. Key Words：bank personal financial customer; customer identification; perceived value; perceived benefit; perceived risk 一、引言 人民币储蓄存款余额及其增长速度的权威数据。 随着中国经济的快速发展