投資人風險屬性對投資意願與購買行為之研究

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。

關鍵字

理財規劃；風險屬性；投資意願；二元羅吉斯廻歸

並列摘要

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.