产品涉入、感知风险与金融商品再购意愿

Product Involvement,Perceived Risk and Repurchase Intention of Financial Commodities

以具有金融商品购买经验的顾客为研究对象,探讨后危机时期顾客产品涉入、感知风险对金融商品再购意愿的影响。通过引入金融风险属性和顾客风险偏好,剖析顾客产品涉入、感知风险对金融商品再购意愿的影响,并在此基础上构建顾客产品涉入、感知风险对金融商品再购意愿影响的整合研究架构。通过对494位具有购买金融商品经验的顾客调查数据研究发现:首先,产品涉入不仅能够降低感知风险,而且还能提升顾客对金融商品的再购意愿,而感知风险却抑制了顾客对金融商品的再购意愿;其次产品涉入不仅能够直接作用于再购意愿而且还能通过感知风险间接作用于再购意愿;最后产品涉入和感知风险对再购意愿的影响会受到顾客风险偏好和金融商品风险属性的干扰。

Taking customers who have had experience in purchasing financial commodities as its re-search object,this paper aims to explore the effect of product involvement and perceived risk on the re-purchase intention of financial commodities during the post-crisis era. By introducing financial risk attributes and customer risk appetite and analyzing the effect of the customer product involvement and perceived risk on the financial commodity re-purchase willingness,we constructed an integrated re-search framework for analyzing the product involvement,perceived risk and re-purchase intention of fi-nancial commodities. Results from regression modeling and structural equation modeling on a sample of 494 customers who have had experience in purchasing financial commodities show that：product in-volvement not only reduces the perceived risk,but also increases customer re-purchase intention of fi-nancial commodities. However,perceived risks have a negative effect on the customer re-purchase in-tention of financial commodities. Secondly,product involvement has not only direct but also indirect effects on the customer re-purchase intention of financial commodities because of the risks perceived. Finally ,the effect of product involvement and perceived risk on customer re-purchase intention is sub-ject to the interference of financial risk attributes and customer risk appetite.