理財商品決策因素之研究

A Study of Product Decision Determinants for Financial Planning

廖佩珊(Pei-San Liao) ； 何玉媚(Yu-Mei Ho)

《Journal of Data Analysis》 2卷1期 (2007/02) Pp. 137-152

https://doi.org/10.6338/JDA.200702_2(1).0010

摘要

本研究採便利抽樣法對台北都會區理財專員進行問卷調查，並利用層級程序分析法找出專家在進行個人理財時，對於安全性、流動性與獲利性等因素及相關指標之相對重視程度，同時了解保險、共同基金、連動式債券及銀行存款四種商品的選擇情形。研究主要發現專業理財人員在選擇理財商品時最重視獲利性且主要以報酬率來判斷獲利能力；基金及連動式債券比保險及銀行存款受到理財專業人員的青睞；人口特性、理財目的、對於市場景氣的看法、擁有的資金規模、時間的因素及交易的熱絡程度對商品選擇的有明顯的影響。

關鍵字

理財專員 ； 理財商品 ； 層級程序分析法

並列摘要

In this research, questionnaire survey had been conducted on the financial consultants of commercial banks in Taipei Metropolitan area. Responses of 21 consultants selected by Convenience Sampling were analyzed by analytical hierarchy process (AHP) and relative importance among Profitability, Default Risk, Liquidity and among their corresponding evaluation criteria are evaluated. The preference orders of insurance, mutual funds, structured notes and bank deposits are also investigated. Our major results are briefing as below:1. Among the 3 financial management product determinants, Profitability is most important, followed by Default Risk and Liquidity. The Profitability is usually measured by return rates.2. Among the 4 financial management products, mutual funds and structured notes are preferred than insurance and bank deposits.3. Product choice can also be affected by demographic characteristics, purpose of the financial management, market situation, capital volume, market situation and time schedule.

並列關鍵字

Financial consultant ； financial management products ； Analytic Hierarchy Process

參考文獻

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