臺灣博碩士論文加值系統

摘要
隨著國際金融市場發展越來越多元與快速，金融商品趨於多樣化，金融環境變遷快速，有一定水準以上專業的理財規劃服務便顯得非常重要。本研究透過問卷分析，探討消費者聘請CFP®持證人做專業理財規劃服務的意願。以問卷方式收集CFP®持證人對消費者問卷之專家意見，設計了消費者問卷，取得有效問卷222份，並藉由SPSS及AMOS統計軟體進行資料分析。本文的研究結果顯示，品牌知覺正面影響購買意願、服務品質正面影響購買意願、而且這兩個模型不受消費者的人口統計變數(性別、年齡、教育程度、職業、婚姻、家庭月所得)的影響。有無聽過CFP®的消費者，無論在品牌知覺對購買意願的影響和服務品質對購買意願的影響上，皆無顯著差異。

關鍵字：CFP®、品牌知覺、服務品質、購買意願

Abstract
With the development of international financial markets more and more diverse and fast, financial products tend to diversify, rapid changes in the financial environment, a certain level of professional financial planning services will become very important. In this paper, a questionnaire was designed to investigate the willingness of consumers to engage CFP® holders in professional financial planning services. To obtain a valid consumer questionnaire, it was designed by CFP® expert interviewer questionnaire and literature reviews. There are 222 valid questionnaires were obtained and statistical softwares SPSS and AMOS were used for data analysis. The results show that both brand perception and service quality has positive impact on the purchase intention, respectively. There is no significant difference between the binary consumer demographic variable (e.g., gender, age, educational level, occupation, marriage, or family income) under the two purchase intention models, respectively. Similarly, there is no significant difference between consumers who have and not heard of the CFP® under the two purchase intention models, respectively.


Keyword: CFP®、Brand Perception、Service Quality、Purchase Intention

目錄
誌謝 i
摘要 ii
Abstract iii
目錄 iv
表目錄 vi
圖目錄 vii
壹、緒論 1
一、研究背景 1
二、研究動機與問題 6
三、研究流程 7
四、研究範圍及限制 10
貳、文獻探討 12
一、品牌知覺 12
二、服務品質 13
三、購買意願 15
四、品牌知覺、服務品質與購買意願的關係論述 16
叁、研究方法 17
一、研究架構 17
二、研究假說 17
三、問卷設計 19
四、研究變數之操作性定義與衡量 19
五、資料分析 21
肆、實證分析 26
一、敘述性統計 26
二、構面驗證式因素分析 32
三、研究假說之檢定 37
伍、結論與建議 46
一、研究結論 46
二、研究限制與建議 50
參考文獻 54
一、中文文獻 54
二、英文文獻 55
三、網路資源 58
附錄 59
附錄 一、專業人士訪談調查問卷 59
附錄 二、專業人士提供相關意見 68
附錄 三、台灣的CFP®持證人分佈現況 71
附錄 四、消費者問卷 73
附錄 五、消費者問卷基本資料統計資料 83
附錄 六、統計圖表 86

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三、網路資源
http://www.fpsb.org/about-financial-planning/financial-planning-process/ 金融理財標準委員會有限公司FPSB網址。
http://www.fpat.org.tw/社團法人台灣理財顧問認證協會網址。