An Empirical Study on the Consumer Perceived Value of Online Financial Products Based on Grounded Theory

摘要

The deep integration of information technology and financial market has boosted the rapid development of Internet-based financial services in recent years. Consumer perceived value of online financial product and its formation mechanism is of vital importance to the online financial enterprises of gaining its sustainable competitive advantage. To study consumer perceived value of online financial products, the study selected 32 target consumers to interview and study the objects based on grounded theory. Through open coding, relational coding, and selective coding process and on the basis of literature research, the consumer perceived value of online financial products is divided into five dimensions: economic value, attribute value, social value, experiential value and platform function value, constructing the conceptual model of consumer perceived value of online financial product. Through the empirical analysis of the 306 samples, the research results were confirmed through qualitative research based on grounded theory. The study shows that economic value, attribute value and functional value of financial products are the concerned most by consumers. Finally, some useful countermeasures and suggestions of conducting accurate and effective marketing and channel expansion oriented by consumers for financial management platform and online financial enterprises are put forward.