財富管理銀行顧客決策行為模型建構與實證研究

An Empirical Study and Construction of Model on Decision Making Process of Wealth Management Customers

陳彥君(Yen-Chun Chen)

指導教授 ： 李伯謙

元智大學/管理學院/企業管理學系/碩士(2005年)

摘要

全球經濟環境在十年來快速的改變，金融產業因此面臨愈加競爭激烈的環境，金融業者也開始不斷地發展提供多樣化的金融服務，而財富管理銀行正是因應此趨勢而生的一項新興服務。就財富管理銀行經營者而言，應該先對於目標客群在選購財富管理服務之決策行為有明確地了解，進一步才能有效地提供適切的服務與制定行銷策略。
據此，本研究依據相關文獻推導不同購買動機和個體差異對於資訊搜尋的影響，以及不同資訊搜尋型態對於各項購前評估構面之影響。而本研究以國內某財富管理銀行顧客為研究對象，利用迴歸分析驗證本研究模型之路徑關係。
研究結果發現，資訊搜尋深度會受到財務性動機和非財務性動機以及主觀知識所影響；資訊搜尋廣度則會受到非財務性動機和主觀知識所影響。最後針對資訊搜尋和購前評估的關係來看，資訊搜尋深度會正向影響顧客對服務傳遞過程和服務環境的評估，而資訊搜尋廣度則會正向影響服務產品的評估。因此在管理實務上，管理者與第一線理財人員可透過研究結果了解到各種不同的顧客購買決策過程，以利制定經營策略與適切地提供顧客所需服務。

關鍵字

決策過程 ； 動機 ； 資訊搜尋 ； 購前評估

並列摘要

Global economy environment has rapidly changed in recent decades, and therefore financial industry must face more and more difficult and arduous competition. In the condition, financial managers actively develop diversified financial services to prevent losing competitive advantage. As a result of the tendency, wealth management service has become emerging and potential business. For wealth management business, managers should understand purchase decision making of target customers. To go a step further, wealth management banks could provide proper services and set up marketing strategy efficiently.
According to literature review, we consider differences of customers’ purchase motives and individuals have impacts on information search, then information search also have impacts on pre-purchase evaluation. About research samples, we cooperate with one domestic bank and survey their customers who have joined wealth management service. In research methodology, we use regression analysis to verify path paradigm of the research model.
After data analysis, we find that depth of customer information search is affected by financial, non-financial motives and subject knowledge, and breadth of customer information search is affected by non-financial motives and subject knowledge. Besides, we find that depth of customer information search has an impact on evaluation of service product and service environment, and furthermore breadth of customer information search has an impact on evaluation of service interaction. In practice, managers and financial commissioners could understand different processes of customers’ purchase decision making by way of the findings to set up effective business strategy and to provide services which customers need.

並列關鍵字

decision making process ； motive ； information search ； pre-purchase evaluation

參考文獻

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