| 投资者对银行金融产品的选择行为研究 | |
| 张蕾 ; 高登第 ; 冯梦璐 ; ZHANG Lei ; GAO Deng-di ; FENG Meng-lu | |
| 2016-03-30 ; 2016-03-30 | |
| 关键词 | 商业银行 金融产品 趋利型投资者 避害型投资者 产品宣传策略 enterprise network emergence complexity F713.55 F832.2 |
| 其他题名 | A Study of Investors'Behaviors to Choose the Financial Products of Banks |
| 中文摘要 | 本文基于投资者对个人金融产品的选择行为,研究信息明暗示程度、多面性和论据质量等因素对于不同人格特质的投资者面对金融产品宣传信息时投资决策态度的影响。结论表明:具有促进性调节焦点的趋利型银行客户偏好具有弱论据质量的单面明示性结论信息,而具有防御型调节焦点的避害型投资者偏好具有强论据质量的双面暗示性结论信息。因此,对趋利型投资者,明示性信息更具有说服力,在宣传个人金融产品时应多强调正面信息,提供较少可分辨属性;对避害型投资者,暗示性信息更有效,应全面告知正面和负面信息,更多强调产品的可分辨属性。; Based on investors'behaviors to choose individual financial products,this paper researches the influence of the explicit-implicit degrees,sidedness of message,argument quality and other factors on investors'decision-making,who have different personality and receive the promotion message of financial products.The results of the paper show that,the hunting-bonus bank customers who have promotion-typed regulatory focus prefer explicit conclusion with weak argument quality and one-side message,and the averting-risk investors who have prevention-typed regulatory focus prefer implicit conclusion with strong argument quality and two-side message.To hunting-bonus investors,the explicit message is more persuasive,and banks need to show the good messages and little distinguished-attributes of personal financial products.To averting-risk investors,implicit message is more persuasive,and banks need to show full good and bad messages and emphasize the distinguished attributes of products. |
| 语种 | 中文 ; 中文 |
| 内容类型 | 期刊论文 |
| 源URL | [http://ir.lib.tsinghua.edu.cn/ir/item.do?handle=123456789/145522]  |
| 专题 | 清华大学 |
| 推荐引用方式 GB/T 7714 | 张蕾,高登第,冯梦璐,等. 投资者对银行金融产品的选择行为研究[J],2016, 2016. |
| APA | 张蕾,高登第,冯梦璐,ZHANG Lei,GAO Deng-di,&FENG Meng-lu.(2016).投资者对银行金融产品的选择行为研究.. |
| MLA | 张蕾,et al."投资者对银行金融产品的选择行为研究".(2016). |
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