黃金存摺使用意願研究

The Study on Usage Intention of Gold Passbook

謝佳菱(Jialing Hsieh)

指導教授 ： 謝俊宏

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2013年)

https://doi.org/10.6826/NUTC.2013.00002

摘要

黃金自古以來是價值的象徵，人們對存有黃金一直十分偏愛。隨著貨幣供給量快速增加，造成通貨膨脹持續存在，相較於低利率的定存是無法抵消來自通貨膨脹對於個人資產的削減，故投資黃金被認為是資產保值增值及避險的一項重要方式。而黃金存摺是近年來快速發展的金融商品，各銀行紛紛投入黃金存摺業務，在如此競爭的情況下，各銀行要如何吸引顧客開立黃金存摺帳戶，本研究透過問卷調查方式來了解顧客對黃金存摺探討黃金存摺使用動機、知覺風險、涉入程度對使用意願的影響程度。由本研究實證結果發現：(1)黃金存摺的使用動機正向影響使用意願。(2)黃金存摺的知覺風險正向影響使用意願。(3)黃金存摺的涉入程度正向影響使用意願。

關鍵字

使用動機 ； 涉入程度 ； 知覺風險 ； 使用意願 ； 黃金存摺

並列摘要

Gold has been the symbol of value since the earlist history of human and people have had a great preference in holding gold. Compared to CDs(certificates of deposit) that are with lower interest rates, investing in gold has been considered one of the most safest way to keep growing values and avoid risks because of the tremendous increase of money supply that resulting in the inflation. Recently, gold passports have been the fast developed financial tool and many banks engaged in this field. Among the fierce competition, it is very important for banks to attract customers to open gold passbook accounts. This research figures out the motivation of account holders, perception risks, and the influence of the involvement on the willingness to use the gold passbook through the questionnaire. The result of this research shows that: (1) The motivation of holding a gold passbook has a positive influence on the willingness to use. (2) The perception risks have a positive influence on the willingness to use. (3)The involvement has a positive influence on the willingness to use.

並列關鍵字

Motivation to use ； involvement ； perception risks ； willingness to use ； gold passbook

參考文獻

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