摘要
随着科技的不断发展，时代的进步，消费者们的理财意识不断得以提升，对于银
行业理财产品多样性的需求正不断增多，传统的银行理财产品已经无法满足消费者们
的需求。银行业传统的理财产品购买起点金额固定、起点较高、时长限定、在银行固
定的物理场所售卖，这些理财产品的特性在无意之间就将消费者进行了一定的划分，
将许多消费者拒之门外，大大的增加了银行吸收资金的渠道。而基于我国人口基数大
的国情，据统计数据显示我国有 92%的群体持有的资金总量较大，而这一群体属于低
净值长尾群体，是理财目标市场的一片蓝海。也就是说，降低理财门槛，广范围的进
行理财目标客户群体的吸收，金融机构能得到的资金源更多。科技的不断进步也为理
财产品和形式的多样性夯实了基础，最具代表性的“余额宝”，开启了互联网理财的
热潮，受关注程度迎爆发式增长。至此以后，越来越多的网络理财产品出现在人们的
视野中。在网络理财平台的冲击下，越来越多的银行业开始意识到网络理财发展的重
要性，开始探索网络理财这条道路。但所有新型事物的发展都伴随着两面性，在网络
理财降低成本、方便快捷、灵活高效的良好特性下，许多客户也在质疑它的安全性，
同时也面临着自我使用网络理财的可行性和有用性的困扰。在这种情况下，是什么因
素影响了客户对网络理财产品的选择？这些因素中哪些是影响客户网络理财产品选择
的关键因素？
为此，本文以广发银行杭州分行为例，运用文献研究法、访谈法了解哪些因素影
响广发银行杭州分行网络理财产品的销售，并通过设计科学合理的调查问卷，对购买
过广发银行杭州分行网络理财产品的顾客进行问卷调查，最后将收集的数据进行整理，
深入分析产品特性、感知风险、体验价值和社会影响是否会对消费者购买意愿具有影
响，影响程度如何。研究结果表明：产品特性与社会影响对消费者网络理财购买意愿
具有显著的正向影响，感知风险对消费者网络理财购买意愿具有显著的负向影响，价II
值体验对消费者网络理财购买意愿具有显著性的正向影响。并提出针对性的建议对策：
细分客户市场，强化理财产品的设计定位；提供多元化理财产品，降低消费者的感知
风险；加强银行网络安全技术，防范交易风险；重视“长尾效应”，提升客户价值体
验；大力发展网络营销，塑造网络理财良好的品牌形象；强化银行监管体制建设，保
障消费者权益

关键词： 消费者；网络理财；购买意向；III
ABSTRACT
With the development of science and technology, times are getting consumers &39; financial
awareness continuously to improve, is a growing demand for diversity of banking products,
traditional bank financing products have been unable to meet the needs of consumers.
Banking traditional financial products purchase amount is fixed starting point, a starting point
high limit, duration, fixed physical space at the Bank sold these financial products
unintentionally consumer division of some, many consumers away, greatly increasing bank
capital channel.
Based on the situation of China&39;s large population, according to Bain, statistical data set
descriptions and China Merchants Bank, China had 92% people belong to low net long-tailed
crowd, holding of the group show the larger, finance is a blue ocean of the target market. In
other words, lower financial thresholds, wider range of absorption of financial target customer
groups, more financial institutions to get funding source.
Meanwhile, the technology continues to progress as well as wealth management products
and the multiplicity of its forms and consolidating the Foundation in 2013, launched by
Alibaba group balance of treasure, became the most representative financial products on the
Internet, open Internet banking craze, visibility of explosive growth. Since then, more and
more financial products appear in people&39;s view of the network. Under the impact of network
financial management platform, an increasing number of banks began to realize the
importance of network finance development, began to explore network financial path.
In June 2015, the Guangdong Development Bank on opening, sharing and low
threshold inclusive financial philosophy, officially launched its proprietary building direct
banking products--GF rice direct bank. This paper from the perspective of CGB meters direct
bank, analysis of the finance and banking network of roads, in order to help Chinese banksIV
resist the impact of network financial management platform, rapid establishment of Bank
network finance development model based on customer for our network of financial markets
provides some theoretical significance.
Key Words: Network management； purchase intent；influence factorsV
目录
摘要 ..........I
ABSTRACT..........III
1导论..........1
1.1研究背景...1
1.2研究意义...2
1.3研究的内容...........3
1.4研究目标及拟解决的关键问题...4
1.5研究方法与研究技术路线...........4
1.6研究的创新点.......5
2.文献综述..6
2.1网络理财的相关概念.......6
2.1.1网络理财的界定....6
2.1.2网络理财的特点....6
2.2网络理财研究现状...........7
2.2.1国外研究现状........7
2.2.2国内研究现状........8
2.2.3网络理财消费者购买意愿的影响因素....8
2.2.4文献述评..10
3.研究设计11
3.1 研究模型与假设.11
3.1.1研究模型..11
3.1.2研究假设..12VI
3.2研究变量的测量.13
3.2.1产品特性的测量指标......13
3.2.2感知风险的测量指标......13
3.2.3体验价值的测量指标......13
3.2.4社会影响的测量指标......14
3.2.5购买意愿的测量指标......14
3.3 问卷设计.14
3.4 研究对象和调研方式.....15
4.实证分析.....
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