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系統識別號 U0026-3007201620154800
論文名稱(中文) 影響銀行投資者知覺價值對共同基金再購意願之研究-以台南K銀行財富管理客戶為例
論文名稱(英文) The Effects of Investors' Perceived Values on Repurchase Intention toward the Mutual Funds: A Case of the Wealth Management Customers of K Bank in Tainan
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 104
學期 2
出版年 105
研究生(中文) 歐燦南
研究生(英文) Tsan-Nan Ou
學號 R47031209
學位類別 碩士
語文別 中文
論文頁數 64頁
口試委員 指導教授-江明憲
口試委員-陳建維
口試委員-練乃華
口試委員-林財印
中文關鍵字 共同基金  顧客知覺價值  產品涉入程度  再購意願 
英文關鍵字 mutual funds  investors’ perceived value  product involvement  repurchase intention 
學科別分類
中文摘要 本研究旨在透過問卷分析,探討購買共同基金的投資人之顧客知覺價值是否會受到知覺價格、知覺風險、資訊品質、情感性價值及社會性價值的影響,及顧客知覺價值與產品涉入程度對再購意願之影響。經相關文獻之理論探討,建立研究假設,並以台南K銀行財富管理貴賓其在投資組合中有購買共同基金的客戶進行問卷調查,回收有效問卷共200份。經由實證分析,本研究所獲致之結論如下:

一、知覺價格對顧客知覺價值之負向影響不成立,對客戶而言,購買共同基金的成本及手續費多寡的影響,並不是影響顧客知覺價值的主要因素。
二、知覺風險對顧客知覺價值之負向影響顯著,在歷經金融海嘯後及不確定金融情勢變化,投資失利使得投資人更重視投資所帶來的財產損失風險,當市場不確定因素愈高,投資者觀望氣氛就愈高,寧願握有現金,也不冒然進場投資,故知覺風險高對顧客知覺價值有負向影響,降低投資者投資意願。
三、資訊品質、情感性價值與社會性價值均會正向影響顧客知覺價值。
四、顧客知覺價值會顯著正向影響共同基金之再購意願。
五、顧客知覺價值與產品涉入程度之交互作用項對顧客的再購意願具有負向影響。
依據研究結果對銀行業者及未來研究提出五點建議。
英文摘要 This study aimed to analyze whether mutual fund investors’ perceived values are affected by perceived price, perceived risk, information quality, emotional value, and social value. In addition, we try to understand the impact of investors’ perceived values and product involvement on repurchase intention. To address this aim, a questionnaire was given to the wealth management customers who had purchased mutual funds in Tainan K bank. Totally 200 customers completed the survey. Through the empirical analysis, the key findings are summarized as following:

1. The perceived price has no significant negative impact on investors’ perceived value. For investors, the cost of purchasing mutual funds and the amount of fees are not main factors to affect the investors’ perceived value.
2. The perceived risk has significant negative impact on investors’ perceived value. Investment losses make investors pay more attention to the risk of loss of property arising from investments after the financial tsunami and uncertain financial situation. When market uncertainty is high, investors prefer to hold cash rather than temerity to approach investment. Thus, the high perceived risk has a negative impact on investors’ perceived value and makes investors reduce their willingness to invest.
3. Information quality, emotional value, and social value have positive impact on investors’ perceived value.
4. The mutual fund investors’ perceived value has positive impact on repurchase intentions.
5. The interaction between investors’ perceived value and the extent of product involvement has a negative impact on repurchase intention.
According to the research, five suggestions are proposed for banking industry’s reference and for future research as well.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究問題 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 共同基金之相關理論 6
第二節 顧客知覺價值之相關理論 8
第三節 顧客知覺價值之衡量構面相關理論 11
第四節 顧客再購意願之相關研究 16
第三章 研究設計與方法 19
第一節 研究對象與範圍 19
第二節 研究假說與研究架構 20
第三節 各衡量構面之操作性定義 25
第四節 問卷設計與資料蒐集 26
第五節 資料分析方法 29
第四章 資料分析結果與討論 31
第一節 問卷效度分析與信度分析 31
第二節 問卷樣本結構與敘述性分析 35
第三節 迴歸分析 39
第五章 結論與建議 50
第一節 結論 50
第二節 建議 52
第三節 研究限制 54
參考文獻 55
一、中文部分 55
二、英文部分 57
附錄 62
附錄一 研究問卷 62
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