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中文摘要：
利用陕西扬凌示范区5个乡（镇）104户农村家庭的调查数据,分析影响农村家庭购买理财产品的因素.结果表明：农村家庭开展的金融理财活动单一,对现代化理财产品的认知程度较低.运用Logistic模型从农村家庭户主特征、家庭特征、经济特征、理财意识和外部金融环境因素等5个方面进行回归分析时发现,农村家庭的理财意识和外部金融环境因素对其购买理财产品具有显著影响.金融机构需充分重视农村理财市场,地方应政府通过各种途径提高农户理财意识,引导农户科学购买理财产品.
英文摘要：
According to the data from a survey on 104 rural households in 5 townships of Yangling Demonstration Zone, Shaanxi, the factors affecting nLral families to purchase financing products are analyzed. Rural families financing is simplex and their awareness of modem financing products is poor. Regression analysis is conducted on the head of household, family, economy, financing consciousness and external financial environmental factors by Logistic Model and it is discovered that rural families financing awareness and external financial environmental factors are significant on their purchase of financing products. Therefore, financial organizations should pay full attention to rural financing market and local government should improve farmer families financing awareness by various approaches and guide farmer families to purchase financing products in a right way.
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