人格特質對於理財風險認知及理財工具選擇之影響

The Influence of Personality Characteristics on Financial Management Risk Awareness and Financial Investment Products Choice

陳淑雲(CHEN SHU-YUN)

指導教授 ： 田靜婷 ； 徐璧君

朝陽科技大學/管理學院/保險金融管理系/碩士(2014年)

摘要

隨著復徵教師所得稅、低利率時代、人口快速老化、平均年齡延長、世界倒數之生育率，使台灣扶養比急遽升高，為了讓經濟安全有保障、避免長壽造成的風險，不能單靠下一代及社會保險制度，因此有效理財，補足缺口，是我們必須思考的議題。
本研究欲探討人格特質對理財風險認知與理財工具選擇的影響；不同人格特質對理財風險知覺的感受程度不一，有人偏好高報酬高風險之理財工具，有些則著重低風險之理財工具。
本研究以台中市國中教師為研究樣本，採分層抽樣方式進行問卷調查，發出445份問卷，回收322份有效問卷。研究結果顯示：
ㄧ、國中教師之人格特質對理財風險認知有顯著影響。
二、國中教師之人格特質對理財工具之瞭解程度與投資意願有顯著影響。
三、國中教師之理財風險認知，對理財工具瞭解程度有顯著差異。
四、國中教師之理財風險認知，對理財工具投資意願有顯著差異。
研究結果建議:
由研究發現不同人格特質教師對理財工具有所偏好，業者可依不同人格特質的教師客群設計適合的商品組合，例如協助外向型教師作資產配置規劃時則可搭配比重較為積極方式的理財配置如基金與非保本的商品比重可以提高；而對友善型的顧客則建議以保本的商品為主要考量，或是要用簡明扼要的方式讓友善型的投資者了解商品價值，以增加了解及投資意願。

關鍵字

理財工具 ； 理財風險認知 ； 人格特質

並列摘要

As the aging population, the extension of average age and having listed the world lowest fertility rate, the dependency rises rapidly of Taiwan aging society. In order to provide the economic security of aged population , we cannot solely rely on the next generation or social insurance system. Therefore, the effective financial management to fill the gap of financial security has become an essential issue after entering the aging society.
This study was investigate the influence of personality traits on financial management risk awareness and financial investment products chosen; the different personality traits cause different financial management risk awareness, some people prefer to high-risk financial investment products of high returns, while others focus on low-risk financial investment products.
The sampling of this research is from junior high school teachers who live in Taichung City.With among 445 questionnaires distributed, 322 returned identified as valid. The research results as below:
1.There is a significant influence between Personality Traits and Financial Management Risk Awareness.
2.There is a significant influence between Personality Traits and Financial Investment Products Choice.
3.There is a significant difference in Financial Management Risk Awareness and Understanding of Financial Investment Products.
4.There is a significant difference in Financial Management Risk Awareness and Willingness to Invest in Financial Investment Products.
Suggestions from the result are as follow:
Different personality traits of teachers have different preferences towards financial investment products. The industry may hence design appropriate product mix for teachers of different personality traits. Such as proposing an extroversion teacher to have a more aggressive wealth management configuration and asset allocation plan, and increasing the ratio of mutual funds and non-guaranteed insurance; while a friendly type of customer can be recommended to get a higher ratio of guaranteed insurance, and be explained the value of the investment using a simpler and precise way to increase his understanding and willingness to invest.

並列關鍵字

Financial Investment Products. ； Financial Management Risk Awareness ； Personality Traits

參考文獻

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