消費者購買金融機構理財商品行為之研究 ―以F商業銀行為例

Research on Consumers' Purchase Behavior of Wealth Management Products ―Take F Commercial Bank as an example

湯馥瑄(FU- XUAN TANG)

指導教授 ： 王翊周

台南應用科技大學/管理學院/國際企業經營系碩士班/碩士(2022年)

摘要

隨著經濟的發展和國民收入水準的提高，居民投資意願和個人理財觀念不斷增強，金融服務需求也日漸增多。同時由於金融體系改革的深入、金融工具的逐步完善，從國外發達國家成熟的商業銀行個人理財業務及產品來看，個人理財產品必將成為我國商業銀行利潤的重要來源。與此同時，商業銀行在個人理財產品的競爭也進入了白熱化，在此情況下商業銀行應把握當下的客戶需求，這對於提高個人理財產品的購買意願具有重大的現實意義。
本研究基於國內外文獻研究，應用學者Venkatesh和學者Davis (1989), 的技術接受模型，探討個人理財產品購買意願的影響因素。本文將影響個人理財產品購買意願的因素界定為四個維度，即易用性感知維度、有用性感知維度、信任感知維度和形象感知維度。在此基礎上，本文建立購買意願影響因素的關係模型並形成研究假設，通過設計相應的調查問卷，對250名富邦銀行分行的5個營業點客戶進行調查，最後運用SPSS 25.0進行實證分析。
本研究主在闡明：個人理財產品易用性感知對顧客購買意願具有正向影響；個人理財產品有用性感知對顧客購買意願具有正向影響；個人理財產品信任感知對顧客購買意願不具有影響；個人理財產品形象感知對顧客購買意願具有正向影響；廣州顧客背景特徵對購買意願具有顯著性差異。根據上述實證結果，本文對個人理財產品的市場行銷戰略的制定提出了相關建議。

關鍵字

個人理財 ； 購買意願 ； 資訊技術接受模型 ； 信任認知 ； 形象認知

並列摘要

With the development of the economy and the improvement of the national income level, the residents' willingness to invest and the concept of personal financial management are continuously enhanced, and the demand for financial services is also increasing. At the same time, due to the in-depth reform of the financial system and the gradual improvement of financial instruments, from the perspective of the personal wealth management business and products of mature commercial banks in foreign developed countries, personal wealth management products will definitely become an important source of profit for my country's commercial banks. At the same time, the competition of commercial banks in personal wealth management products has also become intensified. Under this circumstance, commercial banks should grasp the current customer needs, which has great practical significance for increasing the willingness to purchase personal wealth management products.
Based on domestic and foreign literature research, this research applies the technology acceptance model of the scholar Venkatesh and the scholar Davis (1989), to explore the influencing factors of the purchase intention of personal financial products. This paper defines the factors that affect the purchase intention of personal financial products into four dimensions, namely the dimension of ease of use perception, the dimension of usefulness perception, the dimension of trust perception and the dimension of risk perception.
On this basis, this paper establishes the relationship model of the influencing factors of purchase intention and forms research hypotheses. By designing the corresponding questionnaire, it conducts a survey on 250 customers of 5 business points of Fubon Bank branches, and finally uses SPSS 25.0 for empirical analysis. The main researcher clarifies that: the perception of ease of use of personal financial products has a positive impact on customers' purchase intention; the perception of usefulness of personal financial products has a positive impact on customers' purchase intention; the perception of trust in personal financial products has no effect on customers' purchase intention; Risk perception of personal financial products has a positive impact on customer purchase intention; Guangzhou customer background characteristics have significant differences in purchase intention. According to the above empirical results, this paper puts forward relevant suggestions for the formulation of the marketing strategy of personal financial products.

並列關鍵字

commercial bank ； personal financial products ； purchase intention ； Fubon

參考文獻

一、中文部分

方佳敏(2010)。財富新觀念:人人都學經濟學。清華大學出版社。

任小(2014)。財富沒有 [潛規則]: 讀懂財務、把握財富。清華大學出版社。

余宏(2000)。日本商業銀行的私人金融服務業務。城市金融論壇，5(4)，52-56。

余秉忠(2019)。影響高資產客戶忠誠度之研究—以花旗銀行為例。東吳大學商學院企業管理學系碩士論文。