歐債危機對外幣相關商品購買行為影響之研究：知覺風險的觀點

金融與資本互賴是藉由國家間的互惠效應所產生的特色。然則2008年對全球金融業是不平靜的一年，由美國開始的金融海嘯席捲全球；之後，葡萄牙、義大利、愛爾蘭、希臘及西班牙等五國陸續出現歐洲主權債務問題與威脅，導致歐元區經濟與金融環境陷入高度不穩定的狀態。近年來台灣政府放寬金融機構在國外投資限制，致使外幣商品成為各家銀行推介的主力商品之一。本研究從某銀行的行銷調查資料中，擷取所需變項，分析2008-2012年，外幣購買行為的知覺風險、知覺價值，以及外幣商品購買行為改變三者間的關係。該行銷調查資料為易普索市場調查公司於2012年，依據銀行內部的調查需求，進行抽樣調查的經驗資料。計有效樣本5,994筆。本研究選取以OO縣市為選取條件的622筆資料進行分析。分析結果顯示： 1. 各自變項除了婚姻狀況與外幣商品購買類別外，均對歐債影響下的外幣購買行為知覺風險具有統計上的顯著水準。 2. 婚姻狀況與外幣商品購買類別，並不會影響到外幣商品購買知覺價值。 3. 婚姻狀況與外幣商品購買類別，並不會影響到外幣購買行為改變。 4. 知覺風險、知覺價值、外幣購買行為改變三者之間均具有顯著相關。 5. 在路徑分析中，「知覺風險」對「知覺價值」之標準化迴歸係數為0.66「知覺風險」對「行為改變」之標準化迴歸係數為0.56；「知覺價值」對「行為改變」之標準化迴歸係數為0.23。本研究也依據上述實證結果，提出相關的實務建議與後續研究建議。

關鍵字

歐債危機；知覺風險；知覺價值；外幣商品購買行為

並列摘要

Financial and Capital interdependence in international political economy, with reciprocal effects between countries generated features. What, then in 2008 the global financial industry is not a quiet year, the financial crisis sweeping the globe from the United States began; later, Portugal, Italy, Ireland, Greece and Spain, the five countries, emerging Europe's sovereign debt problems and threats, resulting in the euro area economic and financial environment into a highly unstable state. In recent years, the Taiwan government to relax the financial institutions to invest in foreign restrictions, resulting in foreign trade has become one of the main banks to promote merchandise. The marketing research survey data from a bank, and capture the required variables, analysis 2008-2012, foreign currency purchases of perceived risk, perceived value, and foreign currency purchases of goods changing the relationship among the three. The marketing survey data for market research firm Ipsos in 2012, according to the needs of the bank's internal investigation, and conduct a sample survey of empirical data. 5,994 valid samples meter pen. This study selected one county with 622 for selected conditions were analyzed.  Their marital status variables in addition to the purchase of goods and currency category, the average foreign currency debt under the influence buying behavior of perceived risk has statistically significant level.  Marital status and foreign currency purchase merchandise category, and will not affect the perceived value of foreign currency to purchase goods.  Marital status and foreign currency purchase merchandise category, and will not affect the foreign currency buying behavior change.  Perceived risk, perceived value, foreign currency buying behavior have changed significantly between the three relevant.  In path analysis, "perceived risk" for standardized regression coefficients "perceived value" 0.66 "perceived risk" right "behavior change" standardized regression coefficient of 0.56; "perceived value" right "behavior change" standardized regression coefficients for 0.23. In this study, based on the above empirical results also proposes practical suggestions related to the follow-up study suggests.