A Research on the Purchasing Intention of Chinese Consumer Finance

DOI

10.2991/sshr-17.2018.8How to use a DOI?

Keywords

Consumer Finance, Customer Perceived Value, Purchasing Intention, Brand Preference, Brand Trust

Abstract

In today's increasingly fierce market competition environment, consumer finance products will help to optimize the current loan pressure in China and improve market structure; At the same time,we concerned increase consumption to economic development, and thus achieve economic value increase. However, the academic research on consumer finance products, especially the research on consumers' purchasing intentions, is relatively scarce. This article first related definition, dimensions of consumer finance products of theoretical analysis, put forward to brand trust and brand preference as mediating effects and moderating effects, explores how consumer finance products customer perceived value impact on its intention to purchase the research model, by using SPSS 21.0 software for data analysis, to verify this hypothesis. This study improves the research on consumer finance products in China, and also discusses the main factors that influence the purchasing intention of consumers. It has practical significance and value.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Tiantian Xia
AU  - Yujie Liao
AU  - Xiaomei Luo
AU  - Shangxin Chang
PY  - 2017/12
DA  - 2017/12
TI  - A Research on the Purchasing Intention of Chinese Consumer Finance
BT  - Proceedings of the 2017 International Seminar on Social Science and Humanities Research (SSHR 2017)
PB  - Atlantis Press
SP  - 44
EP  - 49
SN  - 2352-5398
UR  - https://doi.org/10.2991/sshr-17.2018.8
DO  - 10.2991/sshr-17.2018.8
ID  - Xia2017/12
ER  -