中文摘要：

基于“感知利益”与“感知风险”权衡视角构建了银行理财顾客识别模型，将银行理财顾客划分为感知高利益-高风险敏感型顾客群体、感知低利益-高风险消极型顾客群体、感知低利益-低风险冷漠型顾客群体、感知高利益-低风险积极型顾客群体。应针对不同类型顾客群体的感知利益与感知风险对于购买意愿综合影响作用的差异、感知利益与感知风险构成维度重要程度的差异及人口统计特征和购买理财产品特征的差异，采取不同的提升感知利益且降低感知风险的创新产品模式。

英文摘要：

Based on the balance of ＂perceived benefit＂ and ＂perceived risk＂, this study constructs a bank financial customer identified model. According to the identified model, bank financial customers can be divided into perceived high benefit-high risk sensitive customer group, perceived low benefit-high risk customer passive group, perceived low benefit-low risk cold customer group, and perceived high benefit-low risk positive customer group. Through exploring the differences of the influence of perceived benefit and perceived risk on purchase intention, the importance dimensions of perceived benefit and perceived risk, the characteristics of demographics and purchasing behavior of different types of bank financial customer groups, we should propose specific measures to enhance the level of perceived benefit and reduce the level of perceived risk.