南京师大学报（社会科学版）
南京師大學報（社會科學版）
남경사대학보（사회과학판）
JOURNAL OF NANJING NORMAL UNIVERSITY (SOCIAL SCIENCE EDITION）
2014年
5期
51-60
,共10页
产品涉入%感知风险%再购意愿%金融商品风险属性%顾客风险偏好
產品涉入%感知風險%再購意願%金融商品風險屬性%顧客風險偏好
산품섭입%감지풍험%재구의원%금융상품풍험속성%고객풍험편호
product involvement%perceived risk%re-purchase intention%financial risk attributes%customer risk appetite
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。
以具有金融商品購買經驗的顧客為研究對象，探討後危機時期顧客產品涉入、感知風險對金融商品再購意願的影響。通過引入金融風險屬性和顧客風險偏好，剖析顧客產品涉入、感知風險對金融商品再購意願的影響，併在此基礎上構建顧客產品涉入、感知風險對金融商品再購意願影響的整閤研究架構。通過對494位具有購買金融商品經驗的顧客調查數據研究髮現：首先，產品涉入不僅能夠降低感知風險，而且還能提升顧客對金融商品的再購意願，而感知風險卻抑製瞭顧客對金融商品的再購意願；其次產品涉入不僅能夠直接作用于再購意願而且還能通過感知風險間接作用于再購意願；最後產品涉入和感知風險對再購意願的影響會受到顧客風險偏好和金融商品風險屬性的榦擾。
이구유금융상품구매경험적고객위연구대상，탐토후위궤시기고객산품섭입、감지풍험대금융상품재구의원적영향。통과인입금융풍험속성화고객풍험편호，부석고객산품섭입、감지풍험대금융상품재구의원적영향，병재차기출상구건고객산품섭입、감지풍험대금융상품재구의원영향적정합연구가구。통과대494위구유구매금융상품경험적고객조사수거연구발현：수선，산품섭입불부능구강저감지풍험，이차환능제승고객대금융상품적재구의원，이감지풍험각억제료고객대금융상품적재구의원；기차산품섭입불부능구직접작용우재구의원이차환능통과감지풍험간접작용우재구의원；최후산품섭입화감지풍험대재구의원적영향회수도고객풍험편호화금융상품풍험속성적간우。
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.
