銀行是國內共同基金銷售的主要管道，若能掌握銀行通路便有助於投信公司取得一定的市場佔有率。本研究主要針對銀行對於投信公司基金產品選擇標準和理財專員銷售的考量因素，並探討兩者之間的關係。另外，銀行本身對於各種資訊管道的使用程度對於評估準則也會造成影響，這也是本研究所探討的另一個主題。在訪談過國內幾間銀行的經理人、理財專員後歸納出一些評估準則和銷售考量因素。發現投信公司的形象因素、產品因素及對於銀行的回饋是銀行選擇投信公司所重視的。經由問卷調查的結果發現，理財專員的銷售考量不會被公司的選擇標準所影響。而當銀行對於資訊重視程度越高，對於投信公司的形象、產品、回饋的重視程度也越高。研究結果顯示銀行和專員之間的目標存在不一致，使得投信公司基金產品推廣更是困難。尤其在大型金控公司的壟斷下，投信公司的生存空間也受到擠壓。投信如何與銀行通路維持良好的關係將是重要的議題。最後也提出一些未來研究上的建議，像是投信公司的行銷方式上創新和理財專員人格特質對於金融商品銷售的影響。

The sale of mutual funds relies highly on the channel of banks in Taiwan. If the Security Trust Investment Company (STI company) can control the channel of the banks, it will help STI companies gain high market share. The point of this research is the relationship between the criteria of STI company and the sale incentives of financial consultants. Besides, the usage rate of information source will influence the criteria in selecting STI company, which is another research topic. After interviewing managers and financial consultants of several banks, we generalize some criteria and incentives. We found that the image factors, product factors and commission that STI company have are critical to banks. After completing questionnaire , we conclude that incentives of financial consultants will not influence the criteria of STI company. Moreover, the more the banks value information source , the more they regard highly on the image, product and commission of STI company.
The conclusion suggests the objectives which banks and financial consultants pursue are not identical and it is difficult for STI company to the promote of mutual funds. Monopolized by huge Financial Holdings Company , the STI companies struggle hardly. For STI company to maintain well relationship with banks is important. At last, there are some suggestions for future research, such as the influence of innovative marketing strategy that STI companies develop and personality of financial consultants on the sale of financial product.

中文摘要……………………………………………………………………….……..I
英文摘要……………………………………………………………..………………II
誌謝…………………………………………………………………………………..IV
目錄………………………………………………………………………...................V
圖目錄…………………………………………………………………......…………VI
表目錄………………………………………………………….…………...............VII
第一章 緒論………………………………………………………………………….1
第一節 研究背景………………………………………………………….……1
第二節 研究動機…………………………………………………………….…5
第三節 研究目的………………………………………………………….……5
第四節 研究流程…………………………………………………….…………6
第二章 文獻探討……………………………………………………………….……7
第一節 共同基金概述………………………………………………….………7
第二節 組織採購行為理論……………………………………………………12
第三節 組織採購行為模式……………………………………………….…...20
第四節 其他相關文獻………………………………………………….……...23
第三章 研究方法……………………………………………………………………26
第一節 研究架構………………………………………………………………26
第二節 變數的操作性定義與問卷設計………………………………………27
第三節 研究假設………………………………………………………………31
第四節 抽樣設計與資料蒐集……………………………………………..…..32
第五節 資料分析方法…………………………………………………..……..33
第四章 資料分析與結果……………………………………………………………34
第一節 描述性統計分析……………………………………………………....34
第二節 投信公司的評估準則和專員銷售考量之因素分析…………..……..38
第三節 投信公司的評估準則對理財專員銷售考量的假設檢定……………41
第四節 資訊搜尋與投信公司評估準則的假設檢定…………………….…...44
第五章 結論與建議……………………………………………………………....…46
第一節 研究結果……………………………………………………………....46
第二節 管理意涵………………………………………………………………48
第三節 研究限制………………………………………………………………50
第四節 未來研究建議…………………………………………………………51
參考文獻…………………………………………………………………….……….53
附錄－研究問卷………………………………………………………..………..…..56

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