银行理财顾客感知利益维度构建及其量表开发

On the Construction of Perceived Benefit Dimension of Bank Financial Customer and its Measurement Sale Development

本文在文献回顾的基础上,结合深度访谈与内容分析的结果,构建了银行理财顾客感知利益的构成维度,通过对1 010位银行个人理财顾客的调研数据验证了量表的信度与效度。不仅为后续学者的研究提供了参考,而且为弥补银行理财产品营销实践中的不足提供了借鉴。

Based on a review of literature,with the result of deep interview and content analysis,I construct a dimension of perceived benefit of banking financial customer,and testify the reliability and validity of measurement scale by analyzing the data of 1010 banking financial customers.It can not only provide a reference for the research of following scholars,but also for making up for the shortcomings of marketing practice of bank financial products.