隨著台灣社會結構逐漸朝向高齡化、少子化的結構發展,許多針對高齡族群所發展的商品也應運而生,包括金融商品與財富管理業務。雖然過去有許多研究針對財富管理的議題進行探討,但並未針對高齡人口的財富管理需求及行為作深入的研究,因此本研究透過問卷調查,了解分析高齡族群的財富管理行為,藉以分析高齡族群之理財需求型態與特性。 本研究以2007年8~9月國內A銀行之65歲以上的財富管理客戶171人為主要研究對象,就人格特質、風險承擔性格、生活型態、人口統計變數等因素做為主要的投入變數,建構出投資者特質的輪廓,並討論這些因素是否對高齡消費者的財富管理行為造成的影響。研究結果發現: 1. 越是負面人格特質的人,越不會依賴親朋好友的口碑消息進行投資決策。 2. 風險承擔態度與生活型態皆會影響高齡消費者的商品熟悉度、商業訊息來源、投資資訊來源、投資者意圖、投資者信心。 3. 性別、年齡、職業、婚姻、理財屬性、投資期間長短等變數不會影響高齡消費者的財富管理行為。 4. 教育程度及居住地是主要影響高齡消費者之財富管理行為的人口統計變數。
The main purpose of this study is to investigate the wealth-management behavior of the elderly people in Taiwan. Through a quantitative survey of 171 samples for the elderly consumers of the bank A in 2007, we have got the following findings: 1.People with “negative” personality characteristics do not prefer to depend on word-of mouth information to make investment decision. 2.Risk-bearing attitude and life style are the key variables to affect elder consumers’ familiarity with financial products/services, sources of professional information, word-of-mouth information, investment intention, and investment confidence. 3.Variables such as gender, age, occupation, marriage status, financial-preference attribution, and investment duration etc. have no effect on the wealth-management behaviors of the elderly consumers. 4.Education background and residence region are the key demographic variables to affect elder consumers’ wealth-management behaviors.