高净值财富个人理财行为研究

Financial Behavior of High Net Wealth Individual

居民理财行为最终表现为对各类理财产品和金融服务的消费行为,高净值财富个人的理财行为是理论界和实务界关注的重点。本文根据金融消费的决策过程构建了个人理财行为决策概念模型,提出了影响消费者行为的十一个因素,构建了个人理财规划行为分析模型,设计了实证研究的指标体系和量表。同时,依据我们对中国高净值个人理财行为问卷调查的结果,检验了影响高净值财富个人理财行为的主要因素的显著性,并形成了金融消费者市场细分的依据。

The performance of consumer financial behavior is final acts on the types of financial products and financial services,high net worth individual's financial behavior is the focus of theory and practice community.Based on consumer financial decision-making process,this paper constructs the personal financial planning decision Conceptual model,then presents eleven factors of consumer financial behavior.We build a personal financial planning analysis model,design Indexes and scales for empirical study.Finally,according to the financial behavior survey results of high net worth indicidual,we make the significant test of factors about financial behavior of high net worth individual,and form the basis of financial consumer market segments.