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研究生:黃銘輝
研究生(外文):Ming-Hui Huang
論文名稱:共同基金投資人購買因素之研究-探討品牌形象、知覺風險、促銷、涉入程度對購買意願之影響
論文名稱(外文):Research into Factors that Affect Consumer Decisions Regarding Mutual Fund Investments - A Discussion on the Amount that Brand Image, Promotion, Purchase Intent and Risk Awareness Affect a Consumer’s Willingness to Invest
指導教授:江季芸
指導教授(外文):Chi-Yun Chiang
學位類別:碩士
校院名稱:銘傳大學
系所名稱:企業管理學系碩士在職專班
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:2011
畢業學年度:99
語文別:中文
論文頁數:86
中文關鍵詞:知覺風險共同基金品牌形象促銷涉入程度購買意願
外文關鍵詞:Brand imageConsumer’s Willingness to Invest.Purchase intentPromotionMutual fundsRisk awareness
相關次數:
  • 被引用被引用:7
  • 點閱點閱:316
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
  全球金融產業趨勢變化快速,金融商品日新月異的在進步,而投資人的需求也變得多元化,現有基金市場結構和投資人的觀念也漸漸改變中。根據中華民國證券投資信託暨顧問商業同業公會網站100年4月統計出資料顯示,可發行基金或代理基金銷售的業者,包含投信39家外,尚有投顧110家、證券商9家、期貨商2家、信託業29家,合計189家,在台灣銷售的國內外基金,合計共有約1580多檔。而發展快速的結果,便使得基金業者家數過多,彼此高度競爭而造成利潤愈來愈低及經營愈來愈困難。基金業者如何在商品同質性高之價格競爭下,尋求永續的經營、獲利勝出之關鍵因素,為基金業者極為重視與值得探討的議題。
  對於企業經營者而言,評量「品牌形象」、「知覺風險」、「促銷」及「涉入程度」,其主要目的皆在瞭解企業所提供的產品或服務符合顧客需求的程度,藉以獲得市場競爭的優勢。
  本研究採問卷調查方式蒐集樣本,共蒐集259份有效樣本,本研究以SPSS統計軟體為研究工具,資料分析有敍述性統計分析、信度分析、因素分析及迴歸分析,並於每小節未摘要分析結果。
  以迴歸分析方式來驗證各項變項間的影響關係,實證結果發現如下:
  (1)品牌形象對購買意願有正向的影響。
  (2)知覺風險對購買意願有負向的影響。
  (3)促銷對購買意願有正向的影響。
  (4)涉入程度並不會調節促銷對購買意願的影響效果。
  As global financial trends change rapidly, financial related products are improving every day. Investor demand varies according to the structures of the current fund market and investors’ own concepts. According the Securities Investment Trust and Consulting Association of the R.O.C.’s report, published in April 2011, 189 companies can release or sell funds, which include 39 asset management companies, 110 securities consultants, 9 securities companies, 2 future exchange companies, and 29 trust companies. Within these companies; there are about 1,580 national or international funds. However, this has resulted in too many related companies, all competing in a rapidly growing market. Companies in this sector find that they often have a lower margin, and experience operating difficulties. Business sustainability and identifying ways to differentiate offerings have become key issues and the focus of debate.
  Measurement of “brand image”, “risk awareness”, “promotion” and “purchase intent” are the main targets for understanding how products and services match customer expectations and strengthen a company’s marketing position.
  Methodology for this research included collating a sample of quantitative research questionnaires, out of which 259 were valid. SPSS was used to analyse the data, including descriptive statistics, reliability estimations, factor analysis, and regression analysis. A brief summary is provided at the end of each paragraph.
  To verify the correlation between each variance studied by using regression analysis, the results observed were:
  (1) Brand image has a positive influence on a consumer’s willingness to invest
  (2) Risk awareness has a negative influence on a consumer’s willingness to invest  
  (3) Promotion has a positive influence on a consumer’s willingness to invest
  (4) Purchase intent does not affect a consumer’s willingness to invest
目錄 I
圖目錄 IV
表目錄 V
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與研究對象 2
1.3 研究流程 2
第二章 文獻探討 4
2.1 共同基金之概述 4
2.1.1 共同基金的分類 5
2.1.2 共同基金優點 13
2.2 品牌形象 15
2.2.1 何謂品牌 15
2.2.2 品牌形象的定義 15
2.2.3 品牌形象的衡量構面 19
2.3 知覺風險 19
2.3.1 知覺風險的定義 20
2.3.2 知覺風險衡量構面 21
2.4 促銷 22
2.4.1 促銷的定義 23
2.4.2 促銷工具的種類 25
2.4.3 促銷工具的分類 26
2.5 涉入程度 28
2.5.1 涉入程度的定義 28
2.5.2 涉入程度衡量構面 29
2.6 購買意願 31
2.6.1 購買意願定義 31
2.6.2 購買意願衡量 32
第三章 研究方法 33
3.1 研究架構 33
3.2 研究假設 34
3.3 操作性定義與衡量題項 35
3.4 前測 39
3.5 抽樣樣本與問卷回收 39
3.6 研究範圍與研究對象 40
3.7 研究方法 40
第四章 研究結果與分析 42
4.1敘述性統計分析 42
4.1.1 人口樣本統計資料之敘述統計分析 42
4.1.2 品牌形象構面之敘述統計分析 45
4.1.3 知覺風險構面之敘述統計分析 46
4.1.4 促銷構面之敘述統計分析 47
4.1.5 涉入程度構面之敘述統計分析 48
4.1.6 購買意願構面之敘述統計分析 49
4.2 信度與效度分析 49
4.2.1 因素分析後之研究架構 49
4.2.2 信度分析 58
4.3各研究構面間之迴歸分析 59
4.3.1 品牌形象對購買意願之影響 59
4.3.2 知覺風險與購買意願之影響 59
4.3.3 促銷對購買意願之影響 60
4.3.4 涉入程度對促銷與購買意願之間具調節關係 60
第五章 結論與建議 62
5.1 研究結論 62
5.1.1 品牌形象對購買意願之影響 62
5.1.2 知覺風險對購買意願之影響 62
5.1.3 促銷對購買意願之影響 63
5.1.4 涉入程度對促銷與購買意願之影響 63
5.2 研究建議 63
5.3 對後續研究之建議 65
參考文獻 66
附錄 問卷 72
圖目錄
圖1-1 本研究流程與步驟 3
圖2-1 品牌形象構面 17
圖3-1 研究架構 33
表目錄
表2-1 依主要投資標的物區分的基金分類方式 7
表2-2 我國境內基金市場狀況-至2011年4月底 9
表2-3 我國境外基金市場狀況-至2011年3月底 11
表2-4 品牌形象之定義彙整表 18
表2-5 知覺風險定義 20
表2-6 知覺風險類型 21
表2-7 知覺風險六項衡量構面 22
表2-8 促銷定義之相關文獻整理 23
表2-9 消費者導向的促銷工具分類 26
表2-10 促銷工具之分類相關研究彙整 27
表2-11 涉入程度定義 29
表2-12 涉入程度衡量構面 30
表2-13 涉入程度五項衡量構面 31
表3-1 品牌形象操作型定義與衡量題項 35
表3-2 知覺風險操作型定義與衡量題項 36
表3-3 促銷操作型定義與衡量題項 37
表3-4 涉入程度操作型定義與衡量題項 38
表3-5 購買意願操作型定義與衡量題項 39
表4-1 問卷回收情形 42
表4-2 樣本基本資料 43
表4-3 品牌形象構面之敘述性分析 45
表4-4 知覺風險構面之敘述性分析 46
表4-5 促銷構面之敘述性分析 47
表4-6 涉入程度構面之敘述性分析 48
表4-7 購買意願構面之敘述性分析 49
表4-8 「品牌形象」原量表構面與因素分析結果之差異 50
表4-9 「品牌形象」量表之因素分析表 50
表4-10 「知覺風險」原量表構面與因素分析結果之差異 52
表4-11 「知覺風險」量表之因素分析表 52
表4-12 「促銷」原量表構面與因素分析結果之差異 54
表4-13 「促銷」量表之因素分析表 54
表4-14 「涉入程度」原量表構面與因素分析結果之差異 55
表4-15 「涉入程度」量表之因素分析表 56
表4-16 「購買意願」原量表構面與因素分析結果之差異 57
表4-17 「購買意願」量表之因素分析表 57
表4-18 各因素構面之信度分析 58
表4-19 品牌形象對「購買意願」之迴歸分析表 59
表4-20 知覺風險對「購買意願」之迴歸分析表 60
表4-21 促銷對「購買意願」之迴歸分析表 60
表4-22 涉入程度對促銷與「購買意願」之間迴歸分析表 61
表4-23 假說一~四之驗證結果 61
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二、中文部分
1.中華民國證券投資信託暨顧問商業同業公會(2011)。理財櫥窗基金訊息,2011年05月20日,取自中華民國證券投資信託暨顧問商業同業公會網站:http://www.sitca.org.tw/INV/finance.html。
2.李瑞瓊(2006,1月)。運用線性結構關係模式探討共同基金涉入程度、服務品質、投資績效、顧客滿意度、品牌權益、知覺風險對顧客忠誠度之影響-以台灣投資信託產業貴賓級客戶為例。國立東華大學企業管理學系碩士論文。
3.李毅夫(2008,6月)。品牌形象對消費者購買決策行為影響之研究-以T人壽保險公司為例。逢甲大學風險管理與保險學系碩士碩士論文。
4.林忠勳(2004,6月)。品牌聯想、知覺風險對企業經理人購買意願之影響研究。南華大學管理科學研究所碩士論文。
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