微信社群互动行为对用户理财产品投资组合风险决策的影响

doi:10.12005/orms.2021.0022

摘要/Abstract

摘要： 微信社群如何影响用户理财产品购买决策是当下金融产品营销的一个重要理论问题。本研究依据效价理论提出感知风险、感知收益与用户理财产品的投资组合风险决策的关系模型,并将用户的微信社群互动纳入模型。基于287个用户问卷数据,129个微信社群的互动行为数据,以及用户理财产品实际购买行为的数据分析,发现用户购买理财产品的投资组合风险决策受到其感知风险与感知收益的影响,而且微信社群的互动频率负向影响用户感知风险与用户投资组合风险决策之间的负向关系、微信社群的消极情绪会加强感知风险对用户投资组合风险决策的负向影响并削弱感知利益对于用户投资组合风险决策的正向影响。本研究扩展了有关用户理财产品决策影响因素的分析视角,并对理财产品的用户管理有借鉴价值。

关键词: 微信营销, 效价理论, 金融产品, 投资决策

Abstract: How the WeChat community affects clients'purchase decision of financial product is an important theoretical issue in the current field of financial product marketing. Based on the Valence Framework theory, this study proposes a model for the relationship among perceived risk, perceived benefit and clients'purchase decisions of the risk of financial product portfolio (PDRFPP). The influence of clients' WeChat community interaction on their PDRFPP is also introduced into the model. Based on the questionnaire data of 287 clients' investment bahaviors, the corresponding interaction behaviors data of 129 WeChat communities, and clients' the actual purchase data of financial products, we find that clients' PDRFPP is affected by their perceived risk and perceived return. Moreover, the interaction frequency of WeChat community negatively affects the negative relationship between clients' perceived risk and their PDRFPP.The negative emotions of WeChat community will strengthen the negative influence of clients' perceived risk on their PDRFPP, and weaken the positive influence of clients'perceived benefit on their PDRFPP. The finding expands the perspective of factors for the clients'financial product purchase decisions. It also has reference value for client management of financial products.

Key words: WeChat marketing, valence framework theory, financial product investment decision

中图分类号:

汤超颖, 萧翔宇. 微信社群互动行为对用户理财产品投资组合风险决策的影响[J]. 运筹与管理, 2021, 30(1): 154-162.

TANG-Chao-ying, XIAO Xiang-yu. Impact of WeChat Community Interaction on Users' Financial Product Portfolio Risk Decisions[J]. Operations Research and Management Science, 2021, 30(1): 154-162.

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