影響消費者使用網路申購共同基金意願之因素研究

Factors Influencing Consumers' Purchase Intention of Investment in Mutual Funds via Internet

李家萱(Chia-Hsuan Lee)

指導教授 ： 王居卿

共同指導教授 ： 楊立人(Li-Ren Yang)

淡江大學/管理學院/企業管理學系碩士班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00176

摘要

由於有愈來愈多的投資人選擇共同基金作為理財工具之一，又隨著金融市場的開放與自由化，共同基金的市場亦將會持續成長，而共同基金的型態在未來也會不斷增加，對於投資人而言，選擇的機會相對也會變得更多。對投信公司而言，如何提昇品牌知名度、提供操作便利且安全性高的網路交易平台，進而提昇投資人對共同基金的申購意願亦是重點。

本研究以投信公司品牌知名度、基金績效以及人口統計變數為研究變數，並對投資者網路使用態度對其干擾程度作一深入探討，並分析此理論架構中各變數間彼此的關係為何。本研究以某投信公司網路客戶為研究對象，採用問卷調查去蒐集資料，以便利抽樣方式進行抽樣，取得1,372份有效問卷，再依調查所獲得的資料進行統計分析，其方法包括：敘述性統計分析、信度分析、相關分析、迴歸分析與單因子變異數分析，主要研究發現歸納成下列幾點：

1.共同基金績效與品牌知名度有正向關係
2.共同基金績效對消費者的購買意願有正向的影響
3.品牌知名度對消費者的購買意願有正向的影響
4.消費者的人口統計變數在網路申購意願上無顯著差異
5.共同基金績效對網路申購意願的影響受消費者網路使用態度的干擾無顯著影響
6.品牌知名度對網路申購意願的影響受消費者網路使用態度的干擾無顯著影響

關鍵字

共同基金績效 ； 品牌知名度 ； 網路使用態度 ； 申購意願

並列摘要

As more investors choose mutual funds as a financial instrument and the liberalization and widening accessibility of the financial market, the mutual fund market will continue to grow, and the types of mutual fund will increase constantly. To investors, there are considerable selections. Meanwhile, it is also essential for asset management companies to strengthen brand awareness, supply a convenient, safe and sound internet trading platform to raise investors’ purchase intention.

In this research, brand awareness, mutual fund returns and demographic variables are the major research variables, investors’ internet usage attitude is also included as an interfering variable to deliberate and analyze correlations between each variable in this theory structure. The case study for this research is presented at the web clients of a specific asset management corporate. Through documentary survey and convenient sampling, the research project has acquired 1,327 effective feedbacks, and used quantitative analysis to run statistics. The methods are descriptive statistics, reliability analysis, correlation analysis, regression analysis and one way ANOVA.

The major findings of this research are described as below：

1.Mutual fund returns and brand awareness have a positive relationship.
2.Mutual fund returns have positive influence on consumer’s purchase intention.
3.Brand awareness has positive influence on consumer’s purchase intention.
4.Consumer demographic variable has no significant influence towards consumer’s purchase intention.
5.The positive influence that mutual fund returns have on consumer’s purchase intention is not significantly interfered by consumer internet usage attitude.
6.The positive influence that brand awareness has on consumer’s purchase intention is not significantly interfered by consumer internet usage attitude.

並列關鍵字

Mutual fund returns ； brand awareness ； attitude of internet usage ； purchase intention

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