Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22975
標題: 金融消費者對理財專員屬性偏好之研究-聯合分析方法之應用
A Study on Financial Consumers' Preferences to Financial Planners:An Application of Conjoint Analysis
作者: Chen, Shui-an
陳錫安
關鍵字: Chih-Wen Yang;金融消費者;F-Y Pai;理財專員;屬性;聯合分析;投資者風險承受屬性
出版社: 行銷學系所
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摘要: 
隨著經濟的快速發展,越來越多的民眾有了理財的需求,然而由於理財工具的多元化,使得一般民眾難以窺其堂奧,遂使得銀行財富管理業務日益受到歡迎。本研究的目的在於探討金融消費者選擇理財專員時所重視的偏好為何,同時探討這些偏好屬性間的相對重要性,以作為金融機構在選薦及訓練理財專員時的依據。本研究運用聯合分析方法,將理財專員視為金融機構所推出的一種產品,經由性別、學歷、專業證照、理財年資、推薦、接觸頻率及銀行品牌等七個屬性構建具有不同特質的理財專員方案,經由問卷調查379位實際有投資理財經驗的金融消費者後,分別就全體樣本、消費者投資風險屬性及其性別、年齡、學歷、職業等分群加以分析。本研究結果顯示,除了年齡分群中的66歲以上族群對於接觸頻率傾向於不要經常主動接觸外,其餘受訪者對理財專員的偏好為:女性、具研究所以上的學歷、擁有7張以上的專業證照、具有7年以上的理財年資、經由他人推薦、能經常主動接觸客戶、於公股銀行服務。而在理財專員各屬性間的相對重要性方面,一般以經由他人推薦以及能經常主動接觸客戶兩項為最重要的屬性,不過在高學歷族群、中年族群以及年輕的族群較偏重理財專員的學歷,而高齡族群則以銀行品牌為選擇時最倚重的因素。

This study uses a conjoint analysis method to explore financial consumers' preferences on choosing their financial planners, We regard a financial planner as a kind of product of a financial institution and decompose him/her into seven attributes. These are gender, education level, number of professional licenses, experience, recommendation from others, contact frequency and bank affiliation. From a survey of 379 respondents, we find that generally “recommendation from others” and “contact frequency” attributes are the most important attributes, while some subgroups focus more on “education level” or “bank affiliation” attribute.
URI: http://hdl.handle.net/11455/22975
其他識別: U0005-0607201214223900
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