臺灣金融業顧客對財富管理商品再購意願之前置變項探討：以投資者風險偏好及商品風險屬性為干擾變數

The Antecedents of Repurchase Intentions of Wealth Management Product in Taiwan's Banking Industry: Risk Attributes of Investors and Products as Moderators

陳瓊蓉(Chiung-Jung Chen) ； 王如鈺(Ru-Yuh Wang) ； 李政達(Zheng-Da Lee) ； 張志偉(Chih-Wei Chang)

《企業管理學報》 86期 (2010/09) Pp. 37-74

摘要

過去在財富管理的研究往往集中於行銷策略、市場區隔與顧客關係的探討，而忽略了「投資者風險偏好」與「商品風險屬性」的關連性。本研究以曾經購買過銀行業財富管理商品的投資者為對象，驗證財富管理商品風險與投資者風險偏好對關係品質與再購意願之關係，並以線性結構方程式(Structural Equations Model, SEM)分析方法進行實證研究，主要研究發現有：(1)顧客滿意度對信任有顯著的正向影響；(2)關係品質的信任對再購意願有顯著的正向影響，但顧客滿意度對再購意願的關係未達顯著水準，必須透過「信任」，投資者才有再次購買的意願；(3)投資者的風險偏好與財富管理商品的風險屬性對關係品質與再購意願的關係具有顯著的干擾效果，而風險中立者與高風險財富管理商品對信任與再購意願的關係具有顯著的關聯性；風險追求者與中風險財富管理商品與對顧客滿意度與再購意願的關係亦具有顯著的關聯性。

關鍵字

再購意願 ； 商品風險屬性 ； 投資者風險偏好 ； 臺灣金融業 ； 線性結構方程式

並列摘要

Past studies on wealth management have tended to focus on investigations of marketing strategies, market segmentation, and customer relationships, while neglecting research on commodity risks, investors' risk preferences, and repurchase intentions. The sample subjects of this study are banking customers under wealth management. Moreover, we employ the Structural Equations Model method to investigate the moderating effects of risk attributes of financial products and investors on customer satisfaction, trust, and repurchase intentions. Our research findings are (1) customer satisfaction has a significantly positive association with trust. (2) trust is significantly positively related to repurchase intentions, but customer satisfaction is not related to repurchase intentions. (3) Risk attributes of wealth management products and investors display significantly moderating effects on the relationship between customer satisfaction, trust, and repurchase intentions.

並列關鍵字

Repurchase intentions ； Risk attributes of products ； Investors' risk preference ； Taiwan banking industry ； Structural Equations Model

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