碩士 / 淡江大學 / 企業管理學系碩士在職專班 / 96 / Along with the growing demand in the market of financial management, the competition in the market of mutual fund also reached its climax. Therefore, the criteria for choosing both risk-endurable and profit-returning funds become increasingly important to individual investor.
According to related literature, the past researches regard fund investment were used to focus on the profit and loss, they rarely considered other factors that influence the investors’ decisions. In addition, the researches that aim at the personality traits, purchase motivation and evaluation criteria of the investors are even less.
Therefore, this study aims at conferring the parameters regarding purchase motivation, evaluation criteria of the investors, personality traits, that individual investors deal with while facing a wide variety of financial management products.In this study, it contends an empirical research that was aimed at the fund investors in Taipei metropolis with the method of simple random sampling. The empirical result of this research can be used as a reference for the investing strategies that are planned by individual investors. The result can also be used as a reference for framing the financial management products and marketing strategies of the investment companies.
In this research, it contends several statistics methods, including Descriptive Statistics, Factor and Reliability Analysis, Chi-square test of independence, One-way ANOVA and Multiple Regression.
The result of this study are：
1. For hypothesis I“ Different personality traits, purchase motivations, and evaluation criteria of investors have significant influence on their investment decisions.”The result find that pant of the hypothesis is supported. The study concludes that the investor’ purchase motivation has significant influence on his investment decision..
2. Different variables such as annual household income in investor’s demographics would have significant difference on investor’s personality trait.
3. Different variables such as academic background, occupation, industry, number of family member and monthly investment amount in investor’s demographics have significant difference on investor’s purchase motivation.
4. Different variables such as age, academic background, occupation, industry in investor’s demographics have significant difference on investor’s evaluation criteria.
| Identifer | oai:union.ndltd.org:TW/096TKU05121051 |
| Date | January 2008 |
| Creators | Kai-Li Feng, 馮凱俐 |
| Contributors | Ying-Cheng Hung, 洪英正 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 158 |
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