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研究生:周文玲
研究生(外文):Wen-Ling Chou
論文名稱:理財人員之吸引力與顧客知覺風險之關係
論文名稱(外文):The Relationship between Investment Advisor’s Attractiveness and Customer’s Perceived Risks
指導教授:謝安田謝安田引用關係
指導教授(外文):An-Tien Hsieh
學位類別:博士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:168
中文關鍵詞:吸引力知覺風險
外文關鍵詞:attractivenessperceived risk
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在理財人員之吸引力與顧客知覺專業、信賴與溝通能力、工作能力及知覺風險之間的關係尚未能由既有文獻加以解釋,因此,本研究之目的是釐清理財人員之吸引力與顧客知覺風險之間之關係。並且進一步研究顧客知覺專業、信賴、溝通能力、工作能力對於理財人員吸引力與顧客知覺風險關係之中介效果。
本研究透過問卷調查方式,以當面向理財人員諮詢並且購買之顧客或是當面向服務人員購買服務之顧客為樣本,共蒐集315份問卷。結果本研究發現:
一、 理財人員之吸引力會影響顧客知覺風險,理財人員吸引力 越高,顧客知覺風險越低。
二、 理財人員之吸引力會影響顧客對於理財人員知覺之專業、 信賴、溝通能力、工作能力;理財人員吸引力越高,顧客知覺專業、信賴、溝通能力、工作能力越高。
三、顧客對於理財人員知覺之專業、信賴、溝通能力、工作能力會影響知覺風險;顧客知覺專業、信賴、溝通能力、工作能力程度越高,顧客知覺風險越低。
四、顧客對於理財人員知覺專業、信賴、溝通能力、工作能力程度會完全中介理財人員吸引力與購買金融商品之知覺風險。
Past researches cannot clarify the relationship between investment advisor’s attrac-tiveness and customers’ perceived risk, perceived expertise, perceived trustworthiness, communication ability, and workplace competence. This study empirically examines the relationship between investment advisor’s attractiveness and customers’ perceived risk. Furthermore, to indicate the mediation effect of perceived expertise, perceived trust-worthiness, communication ability,and workplace competence.
The data is composed of customer who gets financial service from investment ad-visors of bank though face to face, and 315 questionnaires were collected.
The research results were as below:
Investment advisor’s attractiveness can influence customers’ perceived risk, the higher the investment advisor’s attractiveness, the lower the customers’ perceived risk.
Investment advisor’s attractiveness can influence customers’ perceived expertise, perceived trustworthiness, communication ability,and workplace competence of the investment advisor. The higher the investment advisor’s attractiveness, the higher the customers’ perceived expertise, perceived trustworthiness, communication ability,and workplace competence of the investment advisor.
Customers’ perceived expertise, perceived trustworthiness, communication abil-ity,and workplace competence of the investment advisor can influence customers’ perceived risk, the higher the customers’ perceived expertise, perceived trustworthiness, communication ability,and workplace competence of the investment advisor, the lower the customers’ perceived risk.
Customers’ perceived expertise, perceived trustworthiness, communication abil-ity,and workplace competence of the investment advisor can fully mediate the rela-tionship between investment advisor’s attractiveness and customers’ perceived risk.
內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... vi
內容目錄 ..................... vii
表目錄  ..................... x
圖目錄  ..................... xiii
第一章  緒論................... 1
  第一節  研究背景與問題............ 1
  第二節  研究目的............... 8
第三節 研究架構............... 8
第四節 研究重要性.............. 10
第五節 研究限制............... 11
第二章  文獻探討................. 13
  第一節  知覺風險之相關研究.......... 13
  第二節  吸引力之相關研究........... 23
  第三節  知覺專業之相關研究.......... 33
第四節 知覺信賴之相關研究.......... 34
第五節 溝通能力之相關研究.......... 36
第六節 工作能力之相關研究.......... 37
第三章 研究假設................. 38
  第一節  理財人員吸引力與顧客知覺專業、信賴、溝
       通能力、工作能力之關係........ 38
  第二節  顧客知覺專業、信賴、溝通能力、工作能力
       與知覺風險之關係........... 40
  第三節  理財人員吸引力與知覺風險之關係.... 42
  第四節  顧客知覺專業、信賴、溝通能力、工作能力
     對於理財人員吸引力與知覺風險之中介效果 43
第四章  研究設計................. 46
  第一節  變數定義與衡量工具.......... 46
  第二節  樣本與資料蒐集............ 52
  第三節  資料分析方法與分析架構........ 57
  第四節  信度與效度分析............ 59
第五章 金融產品實證資料分析........... 68
  第一節  知覺風險之實證資料分析........ 68
  第二節  銀行理財人員吸引力之實證資料分析... 70
  第三節  中介變數之實證資料分析........ 72
  第四節  投入與知識之實證資料分析....... 78
  第五節  吸引力與知覺專業、知覺信賴、知覺溝通能
       力、知覺工作能力之關係........ 82
  第六節  知覺專業、知覺信賴、知覺溝通能力、知覺
     工作能力與知覺風險之關係....... 85
  第七節  吸引力與知覺風險關係之分析...... 91
  第八節  吸引力與知覺專業、知覺信賴、知覺溝通能
     力、知覺工作能力知覺風險關係之分析.. 94
第九節 本章實證結果彙整........... 98
第六章 一般產品之實證結果分析.......... 100
  第一節  樣本與資料蒐集............ 100
  第二節  樣本人口統計變數分析......... 100
  第三節  相關分析............... 105
  第四節  吸引力與知覺專業、知覺信賴、知覺溝通能
       力、工作能力之關係.......... 107
  第五節  知覺專業、知覺信賴、知覺溝通能力、工作
     能力與知覺風險之關係......... 108
  第六節  吸引力與知覺風險關係之分析...... 112
  第七節  一般產品實證結果彙整......... 113
第七章  結論與建議................ 114
  第一節  結論................. 114
  第二節  建議................. 122
參考文獻 ..................... 127
附錄一  吸引力與知覺專業 知覺信賴知覺溝通能力工作
  能工作能力之迴歸分析表.......... 158
附錄二  問卷-金融產品 ............. 159
附錄三  問卷-一般產品 ............. 164
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