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Study on the Influencing Factors of Purchasing Intention of Personal Finance Products in Ningxia under the Perspective of Perceived Value Theory

Xiaotong Yang


With the development of The Times, China's bank financial products market has been a rapid development. In 2013, the China Banking Association investigated the development of China's bank financial products market. The final survey results show that in recent years, China's bank financial products market shows a very obvious rapid development trend. The number of various financial products is rising, and the scale of asset management has repeatedly reached new highs. Many banks are also actively committed to product innovation. Therefore, in the face of a wide variety of financial products, investors have a larger space in the choice. However, in such a reality, there is also a very fierce competition between different banks. Therefore, it is very important to actively strengthen the analysis of customer perceived value in order to improve the market share of their financial products.


Perceived Value Theory; Bank Personal Financial Products; SPSS Data Analysis

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DOI: http://dx.doi.org/10.18686/fm.v8i2.6982