基于消费者视角的金融创新扩散实证研究  

Empirical Research on Financial Innovation Diffusion Based on the Perspective of Customers

作　　者：石飞[1] 

机构地区：[1]广东金融学院,广东广州510520

出　　处：《浙江金融》2016年第4期43-47,75,共6页Zhejiang Finance

摘　　要：金融创新的成功需要市场消费者广泛的接受,才能取得成功。大量的金融创新扩散研究的基础假设消费者是同质的,忽略了消费者需求,从消费者角度去研究金融创新扩散的文献非常少见。本文以现有的文献为基础,以实证研究方法归纳总结了金融创新扩散的影响因素,并提出金融创新扩散从消费者采纳微观影响开始,逐渐过渡到宏观的社会濡染,从早期采用者扩散到社会主流大众的过程。在这个过程,金融机构要关注消费者的需求,优化消费者对金融创新产品风险感知,了解意见领袖对消费者决策的营销,关注消费者的从众效应和网络外部性。Financial innovation must be recognized by the consumer market in order to achieve success. A large num- ber of financial innovation and diffusion studies, assuming that consumers are homogeneous, ignoring the consumer de- mand, from the perspective of marketing to study the literature on financial innovation diffusion is in poor condition. In this paper, based on the existing literature, empirical study is applied to induction summarizes the factors that af- fect the diffusion of financial innovation, and put forward the financial innovation diffusion from consumer adoption of mi- crocosmic influence began to, a gradual transition to the macro social contagion, from early adopters to spread to the main- stream public. In this process, the financial institutions should pay attention to the needs of consumers, optimize the con- sumer＇s perception of financial innovation products, understand the opinion leaders on consumer decision making, and pay attention to the consumers＂ herd effect and network externality.

关 键 词：金融创新扩散 社会濡染 消费者采纳 

分 类 号：F832.5[经济管理—金融学]