Factor Analysis for the Purchase of Mutual Funds

[[abstract]]隨著國人財富管理需求逐漸擴大，國內各家銀行紛紛成立財富管理部門，專人專職為其客戶提供貴賓級理財服務，彼此間競爭進入白熱化階段。基於此因，本文旨在探討廣泛投資大眾在面對眾多的理財商品時，其對消費實態因素、購買動機因素、資訊尋求變數、共同基金屬性、投信公司屬性以及共同基金經理人特質等參數考量為何。本研究以抽樣問卷方式針對南部地區的個人理財部門客戶進行實證研究。根據卡方檢定之交叉分析探討人口統計變數與消費實態、購買動機以及資訊尋求間關係。而運用單因子因素分析探討人口統計變數對共同基金、經理人特質，以及投信公司等屬性構面間關係。本研究實證結果，可以提供投資大眾在決定投資策略以及銀行財富管理部門在提供理財商品時一個參考依據。[[abstract]]With the increasing domestic demand of financial management, each domestic bank established the department of financial management. They provide specialists to specially serve their client with financial management of VIP level, and the competition within specialists turns into climax. Because of this reason, the purpose of this article is to discuss when the public face the various of financial management products, their consideration of the real factors of consumption, of motivation of purchase, of variables of information search, of the property of mutual fund, of the property of investment companies, and of the agents' specialty of mutual fund. The sampling questionnaire was used in this study, focusing on the case study of client in individual financial management in southern area.。According to the cross-evaluation of "Test for Goodness of Fit", the relationship of variables of demographic statistics and real situation of consumption, motivation of purchase and information search were included in the discussion. The single factor analysis was used to discuss the relationship of structure between demographic statistics and mutual fund, agents' specialty, and property of investment companies. The conclusion of this study proved can be one of the reference for the public when they decide the strategy of investment and the product provided by the department of financial management in banks