財富管理商品與客戶屬性之研究

A Study of the Relation between Wealth Management Products and Customers'' Attributes

蔡明珠(Ming-chu Tsai)

指導教授 ： 陳建宏

朝陽科技大學/管理學院/財務金融系/碩士(2009年)

摘要

本研究主要分析C銀行客戶購買財富管理商品之影響因素，主要研究結果如下：
一、由於本研究之基金商品相對於壽險及連動債商品風險較高，而年輕族群對於風險的承受度較高，因此，年齡對於基金的購買呈現負向影響，而對於壽險及連動債的購買有顯著正向影響。
二、教育程度較高的客戶知道自己的投資目的以及風險與報酬之間的關係，
因此，教育程度對於基金和連動債的購買均呈正向影響。
三、投資目的對於基金的購買呈顯著正向影響，壽險呈現顯著負向影響。表示投資目的愈積極之客戶愈會購買獲利較高之基金。
四、年收入對於購買基金呈顯著負向影響，壽險和連動債均有顯著正向影響。
五、過去於本行的投資經驗愈多對本行的產品愈有信心，因此對於購買壽險和連動債有顯著正向影響。
六、近一年內曾於本行之信託商品次數對於購買基金有顯著正向影響。其可能原因為客戶與理財規劃人員的熟識度與信任度有關。
七、客戶風險屬性對於購買基金、壽險和連動債三者均呈現不顯著影響。可能由於客戶填寫問卷內容時，實際投資狀況與填寫內容不一致，或是沒有正確填寫，導致不具顯著性的結果。

關鍵字

客戶屬性 ； 財富管理

並列摘要

The main purpose of this study is to analyze the factors which affect customers’ purchase of wealth management products in the C bank. The main results are as follows:
1. Since the risk of fund products in this study was higher than that of life insurance products and structured products and the young generation had higher risk tolerance, age factor had a negative influence on the purchase of funds while had a positive influence on the purchase of life insurance and structured notes.
2. Customers of higher educational level understood their own investment objectives and the relationship between risk and reward. Therefore, educational level had a positive influence on the purchase of both funds and structured notes.
3. Investment objectives had a significant positive influence on the purchase on the purchase of funds while had a significant negative influence on the purchase of life insurance, which suggested that the customers who had more active investment objectives were more likely to purchase funds of higher yields.
4. Annual income had a significant negative influence on the purchase of funds while had a significant positive influence on the purchase of both life insurance and structured notes.
5. Customers had more investment experiences in this bank had more confidence in the products of this bank. Therefore, investment experiences had a significant positive influence on the purchase of life insurance and structured notes.
6. Customers’ times of purchase of trust products in this bank within the past year had a significant positive influence on their purchase of funds. The possible reasons for this might be relevant to customers’ familiarity with and trust in financial planners.
7. Customer profile had no significant influence on the purchase of funds, life insurance, and structured notes. It might because the contents filled in by customers in the questionnaires were not consistent with their practical investment or they filled in the incorrect contents in the questionnaires which led to the insignificant results.

並列關鍵字

Wealth management ； Customers'' attributes

參考文獻

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