本文嘗試去分析推論影響理財價值觀的因素是哪些,並推論不同生活型態的族群應會有不同的理財價值觀。本文除推論生活型態會影響理財價值觀外也討論人口變數對理財價值觀的影響,並特別將人口統計變數中的年齡以世代作為區隔予以分析不同世代對理財價值觀之影響。研究結果發現除教育程度在理財價值觀上無顯著差異外,不同世代、年收入、有無子女在學、不同生活型態在理財價值觀上皆有顯著差異。依本文研究結果建議金融機構對年輕世代先從「理財規劃」之觀念教育著手,藉此培養年輕客層,爾後配合客戶的年齡增長 再提供相關理財產品以培養出忠實的客戶群。另建議可將家庭年收入、生活型態做為市場區隔變數以提供更符合需求的理財產品。對於無子女在學的族群理財價值觀偏重「消極理財」與「奢華透支」故建議提供可籌備退休金的理財產品。
This research tries to analyze the antecedents of values of financial planning and verifies whether people with different lifestyles have different values of financial planning or not. Furthermore, our study also tests the effects of demographic variables in personal financial planning. Specifically, the effect of different generations in values of personal financial planning is deeply discussed. Finally, our results find that different generations, annual income, lifestyles and people with children have significant effects in values of financial planning. Conversely, the effect of education is not found in values of financial planning. From the research report, I suggest that financial institutes can build the customers of young age generation through the education in the assessment of financial planning. And provide different products when they growing older to build customer loyalty. The other suggestion I make is to provide more needs-based financial products by the market segmentation of family annual income and lifestyles. One more suggestion is to provide financial products of retirement income to the family without children in school. Since their financial evaluation system emphasis on the “submissive financing” and “luxurious overdraft