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The Promotion and Optimization of Bank Financial Products Using Consumers’ Psychological Perception

With the rapid economic growth and increased national income year by year, individuals and families have an increasingly greater demand for financial products. Banks’ sales of financial products have become a new economic profit growth point for major banks. Based on consumers’ psychological percept...

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Autores principales: Zhang, Jing, Jin, Bo
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9358223/
https://www.ncbi.nlm.nih.gov/pubmed/35959013
http://dx.doi.org/10.3389/fpsyg.2022.926271
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author Zhang, Jing
Jin, Bo
author_facet Zhang, Jing
Jin, Bo
author_sort Zhang, Jing
collection PubMed
description With the rapid economic growth and increased national income year by year, individuals and families have an increasingly greater demand for financial products. Banks’ sales of financial products have become a new economic profit growth point for major banks. Based on consumers’ psychological perception, the influencing factors of consumers’ behavior in purchasing bank financial products are studied. The influencing factor model path of consumer purchase behavior is constructed to find out the factors affecting consumers’ purchase of bank financial products and formulate appropriate promotion strategies according to the influencing factors. Through the research methods of literature analysis, small-scale in-depth interview, questionnaire surveys, and statistical analysis, this exploration selects four variables: independent variable, mediator, control variable, and dependent variable. They are influencing factors of purchasing bank financial products (perceived convenience, risk value of bank financial products, satisfaction of purchasing communication process), consumers’ willingness to buy bank financial products, consumers’ personal characteristics and consumers’ behavior of purchasing bank financial products. Meanwhile, based on 196 valid questionnaires, regression analysis is carried out through a regression model. The results show that the three influencing factors of consumers’ purchase of bank financial products–perceived convenience, risk value of bank financial products, and satisfaction with the purchase communication process significantly impact consumers’ purchase of bank financial products. They can put forward specific promotion suggestions for banks. This exploration aims to study the optimization of bank financial product promotion strategy from the perspective of consumer psychological perception to provide a reference for subsequent related research.
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spelling pubmed-93582232022-08-10 The Promotion and Optimization of Bank Financial Products Using Consumers’ Psychological Perception Zhang, Jing Jin, Bo Front Psychol Psychology With the rapid economic growth and increased national income year by year, individuals and families have an increasingly greater demand for financial products. Banks’ sales of financial products have become a new economic profit growth point for major banks. Based on consumers’ psychological perception, the influencing factors of consumers’ behavior in purchasing bank financial products are studied. The influencing factor model path of consumer purchase behavior is constructed to find out the factors affecting consumers’ purchase of bank financial products and formulate appropriate promotion strategies according to the influencing factors. Through the research methods of literature analysis, small-scale in-depth interview, questionnaire surveys, and statistical analysis, this exploration selects four variables: independent variable, mediator, control variable, and dependent variable. They are influencing factors of purchasing bank financial products (perceived convenience, risk value of bank financial products, satisfaction of purchasing communication process), consumers’ willingness to buy bank financial products, consumers’ personal characteristics and consumers’ behavior of purchasing bank financial products. Meanwhile, based on 196 valid questionnaires, regression analysis is carried out through a regression model. The results show that the three influencing factors of consumers’ purchase of bank financial products–perceived convenience, risk value of bank financial products, and satisfaction with the purchase communication process significantly impact consumers’ purchase of bank financial products. They can put forward specific promotion suggestions for banks. This exploration aims to study the optimization of bank financial product promotion strategy from the perspective of consumer psychological perception to provide a reference for subsequent related research. Frontiers Media S.A. 2022-07-25 /pmc/articles/PMC9358223/ /pubmed/35959013 http://dx.doi.org/10.3389/fpsyg.2022.926271 Text en Copyright © 2022 Zhang and Jin. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Zhang, Jing
Jin, Bo
The Promotion and Optimization of Bank Financial Products Using Consumers’ Psychological Perception
title The Promotion and Optimization of Bank Financial Products Using Consumers’ Psychological Perception
title_full The Promotion and Optimization of Bank Financial Products Using Consumers’ Psychological Perception
title_fullStr The Promotion and Optimization of Bank Financial Products Using Consumers’ Psychological Perception
title_full_unstemmed The Promotion and Optimization of Bank Financial Products Using Consumers’ Psychological Perception
title_short The Promotion and Optimization of Bank Financial Products Using Consumers’ Psychological Perception
title_sort promotion and optimization of bank financial products using consumers’ psychological perception
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9358223/
https://www.ncbi.nlm.nih.gov/pubmed/35959013
http://dx.doi.org/10.3389/fpsyg.2022.926271
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