銀行客戶屬性對於投資理財商品需求之分析-以臺灣中部某銀行分行為例

金控法成立後，對銀行產生了很大的變革，再加上國際經濟發展情勢不佳，使得銀行的利差縮減，已無法讓銀行生存及永續發展。故財富管理業務的崛起，為銀行增加了不少盈餘收入，更逐漸變成了重點業務之一。本研究以個案銀行財富管理客戶為研究對象，以各項人口統計變數與理財產品以及風險承受度、期望報酬率進行交叉分析，建立假說來驗證研究結果。假說一：投資人風險屬性跟理財商品偏好程度無關。假說二：投資人風險屬性不影響投資理念、風險承受度及期望報酬。最後對於銀行以及銀行從業人員、財富管理投資者做出了一些建議，希望能創造出三贏的局面。

關鍵字

銀行；理財商品；投資風險屬性；人口特徵屬性

並列摘要

After the establishment of the Financial Control Law, great changes have taken place in the banking industry. In addition, the headwinds in the global economic environment has reduced the interest margin for banks, and this has become a key issue banks need to tackle in order to survive and develop. For this reason, the wealth management business has significantly increased the sales revenue of banks, and gradually become one of the key business sector in the banking industry. This study investigates the impact of customers’ characteristics on the demand for various investment products using the data from a branch of a commercial bank in the central area of Taiwan. This study mainly establishes two main hypotheses as follows: Hypothesis 1: The risk attributes of investors are unrelated to the preferences for financial products. Hypothesis 2: The risk attributes of investors are unrelated to investment sentiment, risk tolerance and expected returns. Finally, by testing the above hypotheses this study provides some useful guidelines for investors as well as the employees in the wealth management sector of banks, hoping to create a win-win situation for both.