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題名:投資人風險屬性對投資意願與購買行為之研究
書刊名:管理資訊計算
作者:江淑惠林桂珠
作者(外文):Chia, Shui-huiLin, Kuei-chu
出版日期:2018
卷期:7:特刊1
頁次:頁61-70
主題關鍵詞:理財規劃風險屬性投資意願二元羅吉斯廻歸Financial planningRisk propertiesInvestment willingnessBinary regression method
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:7
老年化社會的到來使得人們對於退休規劃及資產管理等理財需求日益殷切,國內銀行業間業務同質性高,無法只依賴傳統的存放款業務維生,加上銀行定存率長期停留於低水位,造成客戶的實質利率下降,促使銀行的客戶紛紛將資金由定存移出至財富管理商品,進一步追求較高的報酬,理財的方式也更加多元化。然而,目前各銀行業客戶的投資配置往往因為理財專員的推薦,投資人往往因為風險屬性與資產配置不同調,造成極大的損失。了解顧客之購買行為,找尋有效的客戶、擬定理財商品的行銷策略,是銀行業運作十分重要的議題。本研究以國內S金融機構理財專員之客戶為樣本,探討投資人風險屬性、投資意願與投資行為的關係,並以二元羅吉斯廻歸方法建立投資人購買特定金融商品的預測模型。研究模式可作為銀行業者預測投資人購買金融商品與發展行銷策略的參考。
The arrival of aging society makes people increasingly eager for retirement planning and asset management. Because of the high business homogeneity, banks are no longer possible rely on traditional depository services only for survival and provide more diversified financial management methods to their investors. Moreover, the long period of low deposit rate decreases the real interest to investors who makes investors move their funds from deposit to wealth management products for pursuing a higher return. However, the investment configuration of investors is often base on the recommendation of their financial managers. Investors' risk attributes uncoordinated with their asset investment willingness results great losses. Understanding investors’ purchasing behavior, finding out effective investors, and formulating marketing strategies for different financial products are very important issues for the banking industry. Taking research samples from the client list of a financial manager, this study discuss the relationship among the investor's risk attributes, asset investment willingness, and purchasing behavior. In addition, by using binary logistic regression method, this study establishes mathematics models for predicting investors' purchase behavior regarding to specific financial products. The research method can as a reference for bankers to predict their sales and develop their marketing strategy.
期刊論文
1.Arora, R.(1993)。Consumer Involvement in Service Decisions。Journal of Professional Service Marketing,9(1),49-58。  new window
2.Chan, Kimmy Wa、Yim, Chi Kin Bennett、Lam, Simon S. K.(2010)。Is Customer Participation in Value Creation a Double-edged Sword? Evidence from Professional Financial Services across Cultures。Journal of Marketing,74(3),48-64。  new window
3.李佩芬、陳昆德(2002)。財富管理第一紀元。數位時代雙週,45。  延伸查詢new window
4.Andrews, J. C.(1988)。Motivation, Ability, and Opportunity to Process Information: Conceptual and Experimental Manipulation Issues。Advances in Consumer Research,15(1),219-225。  new window
學位論文
1.郭淑慧(2007)。投資人屬性與資產配置之關係研究-以某銀行理財中心為例(碩士論文)。輔仁大學,新北市。  延伸查詢new window
2.李欣湄(2011)。心理層面、社會層面對金融商品購買意願影響之研究-以銀髮族為例(碩士論文)。龍華科技大學。  延伸查詢new window
3.陳敏璇(2013)。投資人風險屬性之探討--以四大星相區分(碩士論文)。銘傳大學。  延伸查詢new window
4.廖宜政(2006)。風險偏好與市場看法對海外基金投資行為之研究(碩士論文)。元智大學。  延伸查詢new window
5.曾慶偉(2016)。金融知識與理財素養對高資產客戶投資意願影響之研究(碩士論文)。世新大學。  延伸查詢new window
6.劉美智(2010)。財富管理研究--以臺灣地區之銀行財富管理客戶為例(碩士論文)。國立中正大學。  延伸查詢new window
圖書
1.Cohen, J.、Cohen, P.、West, S. G.、Aiken, L. S.(2013)。Applied multiple regression/correlation analysis for the behavioral sciences。Routledge。  new window
2.Garman, E. T.、Forgue, R.(2011)。Personal finance。Cengage Learning。  new window
 
 
 
 
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