銀行業財富管理需求探討

The study on demand of wealth management in the Banking Industry

10.6846/TKU.2013.01016

王冠文

財富管理 ； 銀行業 ； wealth management ； Banking Industry

淡江大學保險學系保險經營碩士在職專班學位論文

2013年

碩士

繆震宇

繁體中文

本研究旨在瞭解銀行業財富管理顧客其財富管理需求之現況，以及不同屬性之銀行業 財富管理顧客與不同財富管理需求偏好之關係。藉以增加銀行業財富管理業務之競爭利基。 本研究係採文獻分析法及問卷調查法來探知銀行業財富管理顧客財富管理需求之現 況，不同人口統計變項財富管理顧客與不同財富管理需求間之關係，以及不同理財態度（保 守型、穩健型、成長型、積極型、非常積極型）之銀行業財管理顧客與不同財富管理需求 間之關係。問卷調查法主要是以台北市某銀行財富管理顧客，合計165人為本研究問卷調查 對象。本研究以自編之「銀行業財富管理顧客財富管理需求偏好調查問卷」作為研究工具。 問卷調查資料以SPSS14.0中文版統計套裝軟體進行資料分析，包括描述性統計分析、獨立 樣本t檢定、單因子變異數分析。依據資料分析的結果，本研究主要發現歸納結論如下： 一、 銀行財富管理顧客在理財態度部份，以穩健型與積極型最多，成長型次之，保守型與 非常積極型最少。 二、 在財富管理需求部分，1.銀行財富管理顧客需要並會購買理專建議的理財商品2.銀行 財富管理顧客多希望理專能夠為其量身訂做投資建議，此外，會願意為獲取投資建議 而支付諮詢費用3.銀行財富管理顧客需要銀行理專之專業建議4.銀行財富管理顧客多 由自己決定資產配置5.銀行財富管理顧客對熱門金融商品的投資喜好上呈持平之現象 6.銀行財富管理顧客多願意在購買理財產品時支付手續費用。7.大部分民眾雖相信銀行 理專之專業性但卻又傾向於自己決定資產配置，顯示大部分民眾對銀行理專人存有不信 任感。 三、 不同人口統計變項與理財態度之銀行財富管理顧客會影響其財富管理需求。 四、 不同人口統計變項之銀行財富管理顧客會影響其理財態度。

The purpose of the study is to understand the current situation of banking wealth management customer demand for their wealth management and the relevance between banking property and customers preferences for wealth management to eventually enhance the competition niche of the wealth management business. The study adopt literature analysis and questionnaire survey to explore the current situation of banking wealth management customer demand, the relevant between banking wealth management customers and their demand though different demographic variations as well as relevant between customers demands and attitude toward wealth management(conservative, steady, growing, positive, very positive). The study conduct a questionnaire survey of 165 samples that come from who are wealth management customers of a bank in Taipei. A self-established “Questionnaire of banking Wealth Management Demand and Preference of Wealth Management Customers” is adopted as research tool. Data acquired to be analyzed with SPSS14.0 Chinese version to gain information of Descriptive. Statistics, Independent samples T test and One-way ANOVA. Based on the analysis results, the main conclusions are as follows: 1. Regards to the mount of attitude towards wealth management, customers with steady type and positive type attitude are accounted for the largest proportion and followed by growing type. The conservative type and very positive type are at least. 2. The conclusions of wealth management demands are as follows: (1) Banking wealth management customers need and will buy products promoted by financial advisors. (2) Most of the wealth management customers hope financial advisors offer custom-made investment proposal and they are willing to pay for the consult fees. (3)Banking wealth management customers need financial advisors to provide professional suggestion. (4)Most of the banking wealth management customers determine their asset allocation by themselves. (5)Preference of banking wealth management customers to popular financial instrument was flat in average. (6)Banking wealth management customers is willing to pay handling fee when purchasing financial products. 3. The wealth management demand of customers varies with their demographic variations and attitude toward wealth management. 4. Customer attitude of wealth management varies with demographic variations.

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