資產配置、投資績效對再購意願之影響- 以服務品質、關係為調節變項

The Impact of Asset Allocation Investment Performance on Investor Repurchasing Intention-Using Service Quality And Guanxi as Moderators

蔡秀禎(Hsiu-Jane Tsai)

指導教授 ： 洪英正

共同指導教授 ： 李芸蕙(Yun-Hui Li)

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.01210

摘要

金融風暴過後，投資人信心不足，可觀察到投資人紛紛將資金投入外幣市場的債市以尋求資金的避風港；本研究者身為理專，擬探討除了投資績效報酬外，提升服務品質與客戶關係，在增加再購意願的影響為何？此是為本研究重點。在投信的產業中, 外有強敵(國外投信)、內有追兵(國內37家投信)，顧客的風險意識提高、資金外流嚴重，因此如何提升投信的競爭力是重要課題。站在前線的業務單位感受尤其深刻，尤其自2006年3月之後，投信業募集基金檔數增加109檔，但基金規模卻減少40％，從資金流入境外基金，也可看出台灣資金外流的嚴重性，因此如何留住客戶已為投信必修課程。而本研究方法，是透過立意抽樣及滾雪球方式來進行問卷調查，施測對象由申購過或目前仍以基金為投資標的顧客為主，發放份數為150份，回收率達82%，統計方法主要有描述性統計，信度分析，因素分析，t撿定，變異數分析及層級迴歸分析等方法進行資料分析。在透過研究結果顯示，資產配置上仍以穩健型的規劃為主，而30歲∼40歲已婚婦女的受雇工作者對市場的投資意願比例最高；「投資績效愈高，再購意願愈高」，而關係及服務品質對於再購意願具調節作用，但從投資績效帶出的影響，卻是負向調節作用，顯示在缺乏投資績效下，關係與服務品質的訴求反倒降低投資者之再購意願。

關鍵字

資產配置 ； 投資績效 ； 再購意願 ； 服務品質 ； 關係

並列摘要

After financial crisis, investors’ confidence was knocked down to the bottom. They input their capital to lower risky investment and switched them to foreign exchange bond market to find a haven. Being an Investment Consultant, this research, besides Investment Performance, is focused to enhance service quality and relationship with investors. What does it take to bolster the confidence of investors? We will analyze the critical variables in the following. Taiwan’s Securities Investment industry has been facing two strong competitions: Foreign Securities Investment companies and more and more domestic Securities Investment groups. Investors’ rising sense of riskiness and serious capital outflow are two existing issues. The main subject of how to increase Securities Investment companies’ competition becomes important. Sales unit standing in the front line feels sentimentally what the investors do, especially after March of 2006, Securities Investment fund-raised increased to 109; nevertheless, the fund scale decreased 40%. The capital flew to offshore funds, that can be evidenced the seriousness of Taiwan’s capital outflow.In this study, we surveyed individuals by purpose sampling with using snowball sampling. The target was to survey individuals who have invested in mutual funds in the past or are currently investing in any form of funds. Fortunately, we received 82% call back, a small sample of 150 people. To better analyze our surveyed data, we utilized descriptive analysis, factor analysis, t test, ANOVA (Analysis of Variation), and hierarchical regression analysis to better understand our results. From the market survey of questionnaires, the steady planning tops all assets allocation. There is a strong positive relationship between the investment performance and repurchasing intention. When investing performances are poor, then guanxi and services quality become the negative moderators to the investor’s repurchasing intention.

並列關鍵字

Asset Allocation ； Investment Performance ； Repurchasing Intention ； Service Quality ； Guanxi

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