An Analysis on the Behavior of Purchase Decision for Fund Investors-in Taipei Area-The Case of A Security Investment Trust Company
|關鍵字:||共同基金;基金屬性;企業形象;購買決策行為;Funds;The property of the funds;Corporate Image;Purchase Decision|
The stable growth of domestic economy, the complication of financial market innovation, and the change of social structure, including ever-increasing aging populations and dual-earner,the development of management of investment progress rapidly. The choice-making behavior of fund for investors would incredibly affect the benefits of Securities Investment Trust Corporation. Thus, how to properly choose the profitable fund in numerous complex funds is an important issue for investors. The source of information, the staff of Security Investment Trust Corporation, and the instruction given by bank tellers and the service of bank tellers are particularly important. In the meanwhile, the image of Security Investment Trust Corporation, the capability of research, and the diversity of product have become the key factors for investors to choose. In addition, the property of funds and the attribute of Security Investment Trust Corporation could also affect the choice behavior and repurchase intention. Investors in this study invest mostly by equity funds, and their way to invest is to put money on a regular time schedule and with the regular amount. The most way to purchase is to purchase directly from the Security Investment Trust Corporation. The average amount of investment for each is at most 5,000 dollars, and the average holding time for each is at most 1 year to 2 years. The motivation of purchasing is mostly for idle use; the source of information usually comes from the Internet; the demographic variables of different investors place a significant discrepancy on actual purchase, the motivation of purchase, the source of information, and the level of emphasis put by Corporation on image.