消费者行为对金融新产品创新度影响实证研究

摘要

随着我国银行业向民营资本和国外资本开放，利率市场化加速推进，互联网金融兴起，以及经济增速放缓、消费水平升级等市场环境的变化，金融新产品开发（FNPD）已成为银行应对经营压力的必然选择之一。金融新产品开发之前，若预先考虑到消费者行为因素的影响，就能提高开发的成功率；消费者个体知识差异、体验、价值感知均影响 FNPD 决策取向，并且与 FNPD 创新度成正相关关系。%With Chinese banking industry being opened to domestic public capital and foreign capital,the development of interest rate market speeding up,and the internet banking thriving,banks in China are facing heavier and heavier pressure.Financial new product development (FNPD)has become one of the best choices to deal with the operation pressure.Before the development of the new finan-cial products,the success rate will be raised if the influence from the consumer behaviors can be considered.In fact,the policy orienta-tion of FNPD is influenced by the individual differences of the consumers′knowledge,experiences and sense of values and all these have positive correlations with the degree of innovation about FNPD.