中文摘要：

从感知价值的角度研究私人银行理财产品顾客重复购买和资金转移购买的问题,并进行多元线性回归的实证研究.研究表明：功能性价值、体验性价值和增值价值与重复购买和资金转移购买之间的皮尔逊相关系数较高,具有线性相关性;重复购买和资金转移购买回归方程的校正测定系数R^2adj分别为0.529和0.325,且对建立的回归方程进行F检验达到了显著性水平.通过对重复购买拟合的模型分析,发现功能性价值和增值价值的回归系数分别为0.203和0.503,说明功能性价值、增值价值对私人银行顾客理财产品的重复购买行为具有显著的正向影响;通过对资金转移购买拟合的模型分析,发现增值价值的回归系数为0.767,说明增值价值对私人银行顾客理财产品的资金转移购买行为具有非常显著的正向影响.因此得出,商业银行应通过加强私人银行理财产品的功能性价值,不断增加具有针对性的顾客增值服务,通过对理财顾问的培训和服务创新等提升客户的体验价值,增加顾客的黏贴度和忠诚度,不断拓展私人银行顾客的数量和质量.

英文摘要：

The consumer repeat and funds transfer purchase behaviors of private bank financial products were studied fromthe perspective of perceived value through amultivariate linear regression empirical research. The studies revealedthat Pearson correlation coefficients between functional value,experiential value,added value and repeatpurchase,funds transfer purchase were relatively high. They had a great linear correlation. The calibrationcoefficients R^2adj of the regression equation of repeat purchase and funds transfer purchase were calculated as 0.529and 0.325 respectively,and the regression equation was examined by F test reaching a significant level. Fitting themodel analysis of repeat purchase,it was found that regression coefficients of functional value and added valuewere 0.203 and 0.503,respectively. It illustrated that functional value and added value had a significant positiveimpact on the consumer repeat purchase behavior of private bank financial products. Fitting the model analysis offunds transfer purchase,it was found that regression coefficient of added value was 0.767. It demonstrated thatadded value had a very significant positive impact on the consumer funds transfer purchase behavior of privatebank financial products. Therefore,commercial banks should strengthen the functional value of private bankfinancial products,and increases targeted customer value-added services. To increase the adhesive and loyalty ofcustomers and expand the number and quality of private banking clients,banks also should enhance customer忆sexperiential value through the financial consultant training,service innovation and so forth.