探討個人信任傾向與風險偏好對信託程度因果模式－以銀行、理財專業人員及產品信任為中介變

The SEM of Investor’s Trust Propensity and Risk Preference between Degree of Trust with Intermediate Variables

張本昀(Peen-Yun Chang)

指導教授 ： 張東生

國立中央大學/管理學院/企業管理學系/碩士(2007年)

摘要

為積極拓展信託業務，尋求更有效的方法來提高「信託程度」，本研究以馮立誠(2005)「信任整合模型」為架構，探討信任傾向對信託程度影響，將「風險偏好」因素納入信任模式，探討個人「信任傾向」與「風險偏好」對信託程度因果模式，以銀行、理財專業人員及產品信任為中介變數。研究範圍包含本國及外商銀行，研究對象是與該銀行有證券投資信託業務往來經驗的投資者，採用便利抽樣，研究的有效樣本為374份。透過LISREL線性結構關係模式進行模式評估，並探討各潛在變數的因果關係。投資者的信任傾向與風險偏好會正向影響投資者對理財專員及產品的信任，進而影響信託程度。投資者對銀行的信任會經由對理財專員及產品的信任，間接影響信託程度。

關鍵字

信託程度 ； 風險偏好 ； 信任傾向 ； 線性結構模式

並列摘要

The research based on Integrative Trust Model of Li-Cheng Fung(2005) involves the factor of risk preference in order to maximize the degree of trust and increase the revenue of bank. It treats about the SEM of investor’s trust propensity and risk preference between degree of trust with the trust of bank, financial consultant and mutual fund as intermediate variables. The samples of questionnaire are the investors who had some experience of mutual fund in local or external banks.The research takes convenient sampling and recovers 374 valid samples. It adopts LISREL as the statistical method to verify the path coefficient and the structure between latent variables.The investor’s trust propensity and risk preference have a positive effect on the trust of financial consultant and mutual fund, and both of the trust influence the degree of trust positively. The investor’s trust of bank through the trust of financial consultant and mutual fund influences the degree of trust indirectly.

並列關鍵字

Trust Propensity ； Risk Preference ； Degree of Trust ； LISREL

參考文獻

連兆祥（2003），「公開推薦資訊與投資者人格特質對其操作策略和投資績效影響之研究」，國立成功大學法律學研究所碩士論文。

Bendapudi, N. and Berry, L. L. (1997),“Customers’ Motivations for Maintaining Relationships with Service Providers,” Journal of Retailing, 73(1), pp.15-37.

Deutsch, M. (1958),“Trust and Suspicion,” Conflict Resolution, 11(4), pp.265-279.

Deutsch, M. (1960), “The Effect of Motivational Orientation upon Trust and Suspicion,” Human Relations, 13, pp.123-139.

Deutsch, M. (1973), The Resolution of Conflict: Constructive and Destructive Processes, New Haven: Yale University Press.