近年來金融機構掀起一股併購風潮，各家金融集團紛紛設立財富管理部門，設法為客戶提供一站購足與量身訂做的整合式金融服務，消費者理財的重心逐漸轉移到「存量配置」的階段。目前的財富管理或全球金融業競爭，其實就是一場「人才的競爭」。理財專員要如何才能突破顧客心防、取得信任，同時與顧客建立長期且良好的互動關係，相信是現代相當重視的議題。

本研究乃探討影響理財專員之印象管理、人格特質對其工作績效影響之因素，以了解理財專員之印象管理、人格特質對其信任關係之心理歷程，並了解信任關係矩陣如何影響工作績效。本研究針對台北縣市各銀行理財專員作為抽樣對象，以便利抽樣方式調查，共有效回收樣本220份，分屬 14 家銀行，透過問卷調查之實證分析，本研究有下列重要的發現：

一、不同印象管理與人格特質之理財專員，在與投資人間之信任關係，部份具有顯著差異。
二、理財專員之印象管理與人格特質對於與投資人間之信任，具有顯著影響。
三、不同信任關係對在理財專員之工作績效上會有顯著差異。
四、部份人口統計變項與印象管理、人格特質、信任及工作績效間呈現差異顯著關係。

There is a wave of merger for financial institutions in recent years. The wealth departments of the financial groups have mushroomed all over the world. They provide an integrated financial service to their customers such as one-stop shopping and tailor-made programs. Thus, customers gradually focus on stock allocation for financial management. So the most important duty for a bank is to get the talent financial consultant. Therefore it’s an important subject for how the financial consultant breaks the customer’s guard and acquires their trust to maintain even long term and good interactive relationship. 

This research is discussing about factors of influencing job performance by impression management and personality of the financial consultant for realizing the psychological processes behind the trust relation. And we try to find out how trust matrix affects job performance. This research surveys financial consultants from banks in Taipei County and Taipei City. The sample size would be 220 from 14 banks. The research has the following important discovery: 

1.	There is a partially significant difference on trust relation by different
   impression management and personality of the financial consultant.
2.	There is a partially significant influence on trust relation by impression
 management and personality of the financial consultant.
3.	There is a significant difference on job performance by different trust
 relation between the financial consultant and his customer.
4.	There is a partially significant difference on impression, personality, trust
  relation, and job performance by different demographics of financial 
consultants.

目 錄
目  錄 …………………………………………………………   Ι
表目錄 …………………………………………………………   Ⅲ
圖目錄 …………………………………………………………   Ⅵ
第一章	緒論	
	第一節	研究背景與動機………………………………………..	1
	第二節	研究目的………………………………………….……..	4
	第三節	研究流程……………………………………………...…	5
第二章	文獻探討	
	第一節	印象管理……………………………………………...…	6
	第二節	人格特質……………………………………………..….	13
	第三節	信任........……………………………………………...…	18
	第四節	工作績效.......……………………………………………	25
	第五節	各變現間相關之研究………………………………..….	28
第三章	研究方法	
	第一節	研究架構…………………………………………...……	30
	第二節	研究假設…………………………………………...……	33
	第三節	研究變項之定義與衡量……………………………..….	34
	第四節	資料分析方法……………………………………...……	39
			
第四章	資料分析與探討	
	第一節	問卷回收及樣本資料分析……………………………...	41
	第二節	信度分析…………………………….………..…………	46
	第三節	因素分析與集群分析….……………………………..…	47
	第四節	理財專員之印象管理與人格特質與其投資人間信任	
		關係之差異分析………………..……………………….	63
	第五節	理財專員之印象管理與人格特質與其投資人間信任	
		關係影響之分析…………………………………….…..	64
	第六節	信任對工作績效之影響分析………………….…….….	65
	第七節	人口統計變項對印象管理、信任及工作績效之分析.....	67
	第八節	小結……………………………...………………………	78
第五章	結論討論與建議	
	第一節	研究結論與討論 ……………………………………….	79
	第二節	管理意涵..……………………………………….....……	84
	第三節	研究限制..…………………………………..…...………	86
	第四節	未來研究之建議..…………………………………..…...	87
參考文獻………………………………...…………………….....	88
	附錄-研究問卷…………………………...…………………….	100
		

 

表目錄
表2-1	印象管理的定義………………………………………........	7
表2-2	人格特質的定義……………………………………………	14
表4-1	問卷發放回收統計表………………………………………	42
表4-2	受訪者性別統計表…………………….………………..…	43
表4-3	受訪者婚姻狀況統計表……………………………………	43
表4-4	受訪者年齡統計表…………………………………………	44
表4-5	受訪者學歷統計表…………………………………………	44
表4-6	受訪者總工作年資統計表…………………………………	45
表4-7	受訪者從事理財規劃的年資統計表………………………	45
表4-8	受訪者目前客戶量統計表…………………………………	46
表4-9	受訪者每位客戶平均投資總額統計表……………………	46
表4-10	研究變項之信度……………………………………………	47
表4-11	印象管理之KMO與Bartlett檢定………………………	48
表4-12	印象管理之轉軸後的成份矩陣 ……………………….…	49
表4-13	印象管理解釋變異量及信度………………………………	50
表4-14	印象管理之群數凝聚過程…………………………………	51
表4-15	印象管理之分群結果………………………………………	52
表4-16	印象管理集群之變異數分析...….................................……	53
表4-17	印象管理集群之命名………………………………………	54
表4-18	人格特質之KMO與Bartlett檢定……..…….……………	55
表4-19	人格特質之轉軸後的成份矩陣……………………………	55
表4-20	人格特質解釋變異量及信度………………......……..……	56
表4-21	人格特質之群數凝聚過程…………………………………	57
表4-22	人格特質之分群結果…..………………….……………….	58
表4-23	人格特質集群之變異數分析………………………………	58
表4-24	人格特質集群之命名………………………………………	59
表4-25	信任之KMO與Bartlett檢定……………………………..	60
表4-26	信任之轉軸後的成份矩陣…………………………………	60
表4-27	信任解釋變異量及信度……………………………………	61
表4-28	信任之KMO與Bartlett檢定………………………………	62
表4-29	工作績效之轉軸後的成份矩陣……………………………	62
表4-30	工作績效解釋變異量及信度………………………………	63
表4-31	各變項對信任總分的變異數分析…………………………	64
表4-32	各變項對信任總分的迴歸分析……………………………	65
表4-33	信任對工作績效的變異數分析……………………………	66
表4-34	信任4群對工作績效總分之Scheffe多重檢定………..…	67
表4-35	性別對各變項之t檢定…………………………………..…	68
表4-36	性別對提供資訊因素之平均數……………………………	69
表4-37	婚姻對各變項之t檢定…………………………………….	70
表4-38	婚姻對情感關係和提供資訊、銷售目標因素之平均數…..	70
表4-39	年齡對各變項之變異數分析………………………………	71
表4-40	年齡對各變項之Scheffe多重檢定……………………...…	72
表4-41	學歷對各變項之變異數析…………………………………	73
表4-42	學歷對各變項之Scheffe多重檢定………………………...	73
表4-43	總工作年資對各變項之變異數分析………………………	74
表4-44	總工作年資對各變項之Scheffe多重檢定………………..	75
表4-45	從事理財規劃年資對各變項之變異數分析………………	76
表4-46	從事理財規劃年資對各變項之Scheffe多重檢定………..	76
表4-47	目前客戶量對各變項之變異數分析………………………	77
表4-48	目前客戶量對各變項之Scheffe多重檢定………………..	77
表4-49	每位客戶平均投資額對各變項之變異數析………………	78
表4-50	每位客戶平均投資額對各變項之Scheffe多重定………..	78
表4-51	本研究之假設驗證結果……………………….……...........	79

 

圖目錄
圖1-1	研究流程圖……………………………………………...…....	5
圖3-1	研究架構圖……………………………………………...…....	30
圖3-2	本研究採用之信任關係矩陣………………………………...	31

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