- 學位論文
消費者決策風格與風險承受度對理財人員偏好結構之影響
The Effects of Customer’s Decision Style and Risk Tolerance on Financial Specialist’s Preference Structure
摘要
近幾年，各家銀行大舉招募理財專員的新聞時有所聞，在理財專員的人數大量增加的情況下，理財專員已經不像以往專為服務大客戶或有錢人而設，一般消費者也能有專屬的理財專員來提供服務。在相關新聞報導中，往往強調理財專員需要有專業的理財知識、具備許多金融相關證照或專業理財資歷，但實際的表現又看不出上面這些特質與業績之間的相關性，因此激發了本研究的動機，究竟消費者喜歡何種理財專員呢？ 本研究試圖利用聯合分析法探討消費者在決策風格變數、風險偏好程度與投資金額的大小三種不同的設定下，不同群體間對於理財人員的屬性是否存在著顯著的差異。本研究使用獨立性檢定探討決策風格群與風險偏好群之間，實際個案次數與期望次數間是否具有顯著相關，發現兩者間並無關連。我們可以就此推論一個人做決策的風格跟他風險的偏好兩者並無相關。 若以決策風格分群分析，研究顯示，性別因素是三個分群相對而言皆不重視的屬性。而整體來說，「分析判斷群」的受測者比較重視理財人員與他們的互動，而相較之下比較不重視理財人員的背景或條件；「中庸決策群」在三群之中，對各項屬性的重視程度相對平均；至於「直覺衝動群」重視的是理財人員的接觸方式，其次重視的是理財人員的年資與專業證照數。以風險偏好分群，研究顯示，學歷是三個分群皆重視的屬性。撇開學歷因素不談，對「風險趨避群」的受測者而言，其最重視的是理財人員的推銷方式，而對「風險愛好群」的受測者而言，其最重視的屬性是理財年資，至於對「風險中立群」之受測者而言，他們最重視的是理財人員的接觸頻率。以投資情境分群，研究顯示，投資50萬元的族群對於理財人員的學歷最為重視，除了背景之外，投資金額較小的受測者重視理財人員的接觸頻率。相對而言，投資500萬元的受測者較重視理財人員與他們的互動模式，在接觸方式與推銷方式兩個屬性的重要性都很高，至於理財人員的背景該群受測者也會多方面評估，理財人員的學歷、專業證照數與理財年資都會是他們考量的範圍，而不像投資金額較小的受測者只單看理財人員的學歷即可。 近年來，金融環境的改變，銀行服務業已從以往公營銀行及大型商業銀行寡佔的競爭狀態演變成各銀行百家爭鳴。理財人員不同於傳統的銷售人員，銷售的東西並非實體可直接帶來效用的物品，且購買行為帶來的效用並不是只有購買的當下，而是會持續影響直到契約結束。從研究中可以看出，消費者需要的是量身定做的理財規劃與實際的績效表現，而不是理財人員的舌燦蓮花。在消費者個人的財富管理市場被視為兵家必爭之地的同時，金控公司應摒除過去產品導向與直銷式的行銷方式，而採用更有效率的行銷活動。
並列摘要
In recent years, it is often heard that every bank recruited a lots of financial specialists. Under the situation that number of specialists increase in a large amount, they are already not designed to serve big customer or rich man specially. General consumers can have exclusive financing commissioners who provide service, too. Among relevant news report, it often put emphasis on that financial specialists need specialized financing knowledge, possessing a lot of finance relevant certificates and professional experience in finance. However, we can not find out the dependence between these specialties and their real behavior. So this condition motive this research --- consumers on earth like which kind of financial specialists? This research attempts to utilize conjoint analysis to probe into three kinds of different situation setups in the style of decision, risk preference and amount of investment of customers, whether preference of personnel attribute of financial specialists do differ apparently among different groups or not. This research uses independence examination to probe between the decision style groups and risk preference groups, whether the actual case times is correlated with expecting times or not. We find no connection between the two, so we can conclude that one’s decision style is not relevant with his risk preference. If we analyze with the decision style, research shows, the sex factor is the less important attribute to three groups. Wholly speaking, the “analyze and judge group” pay more attention to the interaction between them and financial specialist, but relatively do not pay attention to personnel's background or condition of financial specialists. Moderatism group’s attention to every attribute is relatively average in three groups. As for the intuition group, they paid attention to the way which financial specialists contact them, secondly they pay attention to is to the seniority and specialized certificates of financial specialists. Grouping by risk preference, research shows, three groups all pay attention to the educational background. Bypass academic background factor, the “risk averter group” pay attention to the way of promotion, but to the “risk lover group”, the service seniority of financial specialists is the most important attribute. As to the “risk neutral group”, they pay attention to most to specialists’ contact frequency. Grouping by the situation of investment, research shows the group of investing NT $500,000 pays attention to most to academic background of financial specialists. Comparatively speaking, the group of investing NT $5,000,000 pays attention to most to the interaction between them and financial specialists. In recent years, change of financial environment, there are more and more banks in the market. Financial specialists are different from traditional salesmen. Things they sell are not the entity which can bring utility directly, and the utility of buying behavior is not only bought instantly, but also will continuously influence until the end of contracts. We can find out from studying that what consumers need is the customized financial planning and the real performance, not the exaggeration of financial specialists. While the personal finance market is considered as the most important strategic point, the banks should forgo the marketing way of products leading and selling directly, and adopt more efficient marketing activity.