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題名:理財人員之吸引力與顧客知覺風險之關係
作者:周文玲 引用關係
作者(外文):Wen-Ling Chou
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
指導教授:謝安田
學位類別:博士
出版日期:2008
主題關鍵詞:吸引力知覺風險attractivenessperceived risk
原始連結:連回原系統網址new window
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在理財人員之吸引力與顧客知覺專業、信賴與溝通能力、工作能力及知覺風險之間的關係尚未能由既有文獻加以解釋,因此,本研究之目的是釐清理財人員之吸引力與顧客知覺風險之間之關係。並且進一步研究顧客知覺專業、信賴、溝通能力、工作能力對於理財人員吸引力與顧客知覺風險關係之中介效果。
本研究透過問卷調查方式,以當面向理財人員諮詢並且購買之顧客或是當面向服務人員購買服務之顧客為樣本,共蒐集315份問卷。結果本研究發現:
一、 理財人員之吸引力會影響顧客知覺風險,理財人員吸引力 越高,顧客知覺風險越低。
二、 理財人員之吸引力會影響顧客對於理財人員知覺之專業、 信賴、溝通能力、工作能力;理財人員吸引力越高,顧客知覺專業、信賴、溝通能力、工作能力越高。
三、顧客對於理財人員知覺之專業、信賴、溝通能力、工作能力會影響知覺風險;顧客知覺專業、信賴、溝通能力、工作能力程度越高,顧客知覺風險越低。
四、顧客對於理財人員知覺專業、信賴、溝通能力、工作能力程度會完全中介理財人員吸引力與購買金融商品之知覺風險。
Past researches cannot clarify the relationship between investment advisor’s attrac-tiveness and customers’ perceived risk, perceived expertise, perceived trustworthiness, communication ability, and workplace competence. This study empirically examines the relationship between investment advisor’s attractiveness and customers’ perceived risk. Furthermore, to indicate the mediation effect of perceived expertise, perceived trust-worthiness, communication ability,and workplace competence.
The data is composed of customer who gets financial service from investment ad-visors of bank though face to face, and 315 questionnaires were collected.
The research results were as below:
Investment advisor’s attractiveness can influence customers’ perceived risk, the higher the investment advisor’s attractiveness, the lower the customers’ perceived risk.
Investment advisor’s attractiveness can influence customers’ perceived expertise, perceived trustworthiness, communication ability,and workplace competence of the investment advisor. The higher the investment advisor’s attractiveness, the higher the customers’ perceived expertise, perceived trustworthiness, communication ability,and workplace competence of the investment advisor.
Customers’ perceived expertise, perceived trustworthiness, communication abil-ity,and workplace competence of the investment advisor can influence customers’ perceived risk, the higher the customers’ perceived expertise, perceived trustworthiness, communication ability,and workplace competence of the investment advisor, the lower the customers’ perceived risk.
Customers’ perceived expertise, perceived trustworthiness, communication abil-ity,and workplace competence of the investment advisor can fully mediate the rela-tionship between investment advisor’s attractiveness and customers’ perceived risk.
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