共同基金的購買動機、理財網站資訊尋求內容與評估因素之關聯性研究

本研究的主要研究目的，試圖分析出不同投資人之間的特性，並探討各投資人因不同的購買動機、理財網站資訊尋求內容與評估因素之間的關聯性；並試圖探討投資人對購買動機、理財網站資訊尋求內容的認知，並根據認知差異來檢視其所重視的評估因素。因此，所要探討的問題包括下列各項：一、探討投資人的不同購買動機與基金屬性、風險屬性、通路屬性等評估因素之關聯性；二、探討投資人的不同理財網站資訊尋求內容與基金屬性、風險屬性、通路屬性等評估因素之關聯性；三、探討不同評估因素（基金屬性、風險屬性、通路屬性）的重視程度對購買意願是否有顯著影響。本研究採用問卷調查法為資料蒐集方法，進行探索性研究。研究結果發現，以不同的購買動機因素作為作投資人集群劃分的依據，可分類出三個不同認知的集群。激進挑戰型的集群一投資人，在評估基金屬性上較重視產品獨特性，而在評估風險屬性上不重視通貨膨脹等風險，另外，在通路屬性評估上，仍然重視申購單位的整體績效及管理能力。豐富生活型的集群二投資人，評估基金屬性上重視基金風險及穩定性相關因素，評估風險屬性上重視景氣、匯利率等相關風險，另外，在通路屬性評估上，特別重視申購單位能否提供豐富的理財諮詢服務為主要考量因素。積極計劃型的集群三投資人，評估基金屬性上重視長期報酬率，評估風險屬性上在意通貨膨脹及能源危機等風險，另外，在通路屬性評估上，則是以申購單位的服務態度為主要考量因素。另外，以不同的理財網站資訊尋求內容因素作為投資人集群劃分的依據，可分類出三個不同認知的集群。穩定生活型的集群一投資人，在評估基金屬性上較重視基金穩定性及費用優惠等因素，評估風險屬性上重視提前贖回的風險，另外，在通路屬性評估上，則以提供手續費優惠為主要考量因素。精明自我型的集群二投資人，在評估基金屬性上特別重視基金專業性及未來潛力，評估風險屬性上重視景氣、匯利率等相關風險，另外，在通路屬性評估上，將申購單位是否能滿足顧客需求及服務列為主要考量因素。理性生活型的集群三投資人，評估基金屬性上重視基金長期報酬率及基金獨特性，評估風險屬性上尤為重視景氣變化等相關風險，另外，在通路屬性評估上，對於申購管道整體績效及管理能力視為主要考量因素。最後，針對不同評估因素（基金屬性、風險屬性、通路屬性）的重視程度對購買意願是否有顯著影響。

關鍵字

EKB模式；評估因素；購買動機；共同基金

並列摘要

The aims of research are to analyze the character with different investors, and discuss the relationship between the investors with dissimilar buying motivation, seeking information on financial website service and evaluative factors of mutual fund. Here we would like to go a step further and discuss investor’s cognizance regarding to buying motivation, seeking information on financial website service, and based on cognizance’s difference to discuss the evaluative factors. Therefore, the main problems have concluded as follows: 1. To discuss the relationships among investor’s buying motivation and fund attributes, risk attributes and purchase channels attributes. 2. To discuss the relationships among investor’s seeking information on financial website service and fund attributes, risk attributes and purchase channel attributes. 3. To discuss whether the emphasis of different evaluative would distinctly affect purchase intention. The method of data collection in use of questionnaire survey for carrying out an explorative analysis. According to the research results of the investment behavior model of mutual fund investors to serve as reference of marketing strategies for the relevant industries of finance. The result of research indicates that the investors could be classified to three types of group with representing different kinds of buying motivation. The investors of the competitive type‘s buying motivation are mainly considering the investment with convenient and various strategies. The individual of product is the most important factor in fund attributes. The inflationary risk is not a principal factor in risk attributes. Besides, the performance and the management capability are the most significant factors in purchase channel attributes. The investors of the abounding life type are considered by acquiring the knowledge of investment and experience for their mainly buying motivation. The fund’s risk and stability are the most factors in fund attributes. The business cycles; exchange rate and interest rate are the most important factors in risk attributes. Besides, the provider copious financial information and services are the most important factors in purchase channel attributes. The investors of the positive type who consider financial planning for the future are the main buying motivation. The long-term‘s return on investment is the important factor in fund attributes. The inflationary risk and energy crisis are the most factors in risk attributes. Besides, the service attitude is the most important factor in purchase channel attributes. In addition, the survey results from research indicate that there are three types of investors representing different kinds of seeking information on financial website service. The investors of the positive type consider using analysis tools to obtain financial assistant information for investment. The stability and fee discount are the most factors in fund attributes. The ahead of time to redeem is the important factor in risk attributes. Besides, the fee discount is the most important factor in purchase channel attributes. The investors of the smart and autistic type who considers collecting market analysis information and portfolio are the main financial assistant information. The professional fund and future capabilities are the most factors in fund attributes. The business cycles, exchange rate and interest rate are the important factors in risk attributes. Besides, cater to customer’ needs and services are the most factors in purchase channel attributes. The investors of the rationalist type who considers environment and trend are the main financial assistant information. The long-term‘s return on investment and the individual of product are the important factors in fund attributes. The business cycle is the most important factor in risk attributes. Besides, the performance and management capability are the most factors in purchase channel attributes. Finally, regarding the aims of the last research will demonstrate whether the emphasis of different evaluative would distinctly affect buying motivation or not. According to the result of verification analysis, the conclusions are generated as follow; fund attributes, risk attributes and channels attributes in purchase are demonstrated to have significant influence for purchase intention.

並列關鍵字

Mutual Fund ； EKB Model ； Buying Motivation ； Evaluative Factors

參考文獻

Dhar, R., and S. J. Sherman, “The effect of common and uniqe featuresin consumer choice”,Journal of Consumer Research, 23, p193, 1996.

Hawkins, Del I., Best, Roger I. & Coney, Kenneth A., Consumer Behavior:Implications for Marketing for Marketing Strategy, 3rd., Plano:Business Publication Inc., 1986.

Kotler, P., Marketing Management, 10th ed., Pretice Hall, Inc., 2000.

Walter, C. Glenn, and Gordon Paul W. Consumer Behaviors: an Integrated Frmework.Homewood Ⅲ, Richard D. Irwin Inc., 1970.

Zaltman, Gerald & Burger, Philip C., Marketing Research: Fundamentals & Dynamics, 1975.

國際替代計量

共同基金的購買動機、理財網站資訊尋求內容與評估因素之關聯性研究

未授權

主題瀏覽