系統識別號 | U0002-0807200811502700 |
---|---|
DOI | 10.6846/TKU.2008.00176 |
論文名稱(中文) | 影響消費者使用網路申購共同基金意願之因素研究 |
論文名稱(英文) | Factors Influencing Consumers' Purchase Intention of Investment in Mutual Funds via Internet |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 企業管理學系碩士班 |
系所名稱(英文) | Department of Business Administration |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 96 |
學期 | 2 |
出版年 | 97 |
研究生(中文) | 李家萱 |
研究生(英文) | Chia-Hsuan Lee |
學號 | 795610228 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2008-06-13 |
論文頁數 | 78頁 |
口試委員 |
指導教授
-
王居卿(chuching@mail.tku.edu.tw)
共同指導教授 - 楊立人(iry@mail.tku.edu.tw) 委員 - 黃曼琴 委員 - 高義芳 |
關鍵字(中) |
共同基金績效 品牌知名度 網路使用態度 申購意願 |
關鍵字(英) |
Mutual fund returns brand awareness attitude of internet usage purchase intention |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
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 |
英文摘要 |
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. |
第三語言摘要 | |
論文目次 |
目錄 I 表次 III 圖次 IV 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 6 第三節 研究流程 7 第二章 文獻探討 8 第一節 共同基金績效與申購意願之關聯 8 第二節 品牌知名度與顧客購買行為之關聯 14 第三節 共同基金績效與品牌知名度之關聯 19 第四節 人口統計變數與網路申購意願之關聯 20 第五節 消費者使用科技態度與網路申購意願之關聯 22 第三章 研究設計 28 第一節 研究架構 28 第二節 變數定義與衡量 28 第三節 研究假設 36 第四節 問卷設計 39 第五節 資料收集 39 第六節 資料分析與統計方法 39 第四章 資料分析與結果 41 第一節 研究樣本之基本資料分析 41 第二節 信度分析 45 第三節 相關分析 46 第四節 迴歸分析 48 第五節 人口統計變數對網路申購意願之差異分析 53 第六節 結果與討論 56 第五章 結論與建議 62 第一節 結論 62 第二節 研究限制 64 第三節 建議 65 參考文獻 68 一、中文部份 68 二、英文部份 70 三、網路部份 75 附錄:問卷 76 表目錄 表3-1 共同基金績效評估表 31 表3-2 Lipper大中華基金績效與規模變化表 32 表3-3 Lipper大中華基金交易金額與規模變化表 32 表3-4 基金績效之態度問項 33 表3-5 品牌知名度之問項 34 表3-6 網路使用態度之問項 34 表3-7 人口統計變數及選項 35 表4-1 受測者基本資料分析 42 表4-2 各變數之信度分析 45 表4-3 相關係數的強度大小與意義 46 表4-4 各變數之相關係數 47 表4-5 基金績效對品牌知名度之迴歸分析 49 表4-6 基金績效與品牌知名度對網路申購意願之迴歸分析 50 表4-7 以網路使用態度為調節變數之多元迴歸分析 51 表4-8 以網路使用態度為調節變數之多元迴歸分析 52 表4-9 性別對網路申購意願之t檢定結果 53 表4-10 婚姻狀況對網路申購意願之t檢定結果 53 表4-11 年齡對網路申購意願之變異數分析結果 54 表4-12 學歷對網路申購意願之變異數分析結果 54 表4-13 職業對網路申購意願之變異數分析結果 55 表4-14 年投資金額對網路申購意願之變異數分析結果 55 表4-15 假設驗證的結果 56 圖目錄 圖1-1 研究流程圖 7 圖2-1 推論行動理論模型 23 圖2-2 科技接受模型 25 圖3-1 研究架構 28 |
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