高雄市國小教師投資行為及行銷策略之研究

The study on the Investment Behavior and Marketing Strategy for the Elementary School Teachers in Kaohsiung City

10.6343/ISU.2015.00333

邱碧君

國小教師 ； 投資行為 ； 行銷策略 ； Elementary School Teachers ； Investment Behavior ； Marketing Strategy

義守大學財務金融學系學位論文

2015年

碩士

李樑堅;黃永成

繁體中文

本研究旨在探討高雄市國小教師投資行為與行銷策略之現況與分析，以及與不同社經背景變項的差異情形。本研究經由深度訪談4位資深國小教師及4位金融機構主管以及文獻回顧之方式設計成問卷題目，以自編之「高雄市國小教師投資行為及行銷策略正式問卷」作為資料蒐集的工具，並以高雄市國小教師為研究對象，總計有效樣本共461份。根據問卷填答結果，以敘述性統計、信度分析、效度分析、因素分析、T檢定及單因子變異數分析等方法進行資料分析。 經分析後，本研究中不同社經背景變項中「性別」、「年齡」「婚姻」、「扶養人數」、「家庭年總收入」、「服務地區」對於國小教師投資行為題項有顯著差異；「年齡」、「家庭年總收入」對於金融機構行銷策略題項有顯著差異。 根據資料分析結果，社經背景變項研究結論如下： 一、國小教師理財態度傾向保守穩健；男性教師偏向積極，女性教師則傾向保守。 二、國小教師投資理財動機以「準備子女教育基金」、「累積個人財富」為主。 三、國小教師投資理財資訊以「書籍、報章雜誌或電視媒體」、「親朋好友」、「網路理財投資資訊」為主。 四、國小教師投資理財工具以「銀行定期存款」、「保險」、「基金」為主。 五、金融機構行銷策略中：「服務策略」、「通路策略」、「促銷策略」最能打動國小教師。 最後，根據結論提出相關建議，以做為未來研究國小教師投資行為及金融機構制定行銷策略之參考。 一、針對國小教師方面，建議及早規劃個人理財、避險與節稅，充實理財投資知識，才能有效累積個人財富與子女教育基金之目標。 二、針對金融機構方面，建議應了解國小教師理財特質，到校辦理宣導活動，充實教師理財投資知能，協助個人理財規劃。

This study aimed to investigate the current situation, analysis and relationships of investment behavior and marketing strategies for elementary school teachers in Kaohsiung City. And study the variance with different social-economic background variables as well. In order to achieve the purpose, we design the questionnaire through in-depth interviews four senior teachers of elementary school and four executives of financial institution as well as a literature review. We take " Questionnaire for investment behavior and marketing strategy of Elementary School teacher in Kaohsiung City " as our data collection tool. There are 461 valid samples to Elementary School teachers in Kaohsiung City for the study. According to the results of the questionnaire respondents, we did the data analysis by descriptive statistics, reliability analysis, validity analysis, factor analysis, methods T test and ANOVA analysis. After analysis in our study, there is a significant difference on investment behavior of elementary school teachers for different social-economic background variables in the sex, age, marriage, number of dependents, total annual household income, service area. And there is a significant difference of marketing strategies for financial institutions in age, total annual household income. According to the results of the data analysis, the conclusions of this study are as follows: 1. Elementary school teachers tend to conservative and steady, male teachers tend to positive, female teachers tend to conservative. 2. The main sources of investment information of elementary school teachers are from "preparing children education fund" and " accumulation of personal wealth ". 3. The main sources of investment information of elementary school teachers are from "books, newspapers, magazines or television media", "friends and relatives", "information of financial investment from internet”. 4. The main investment tools of elementary school teachers are "bank deposits", "insurance" and "funds". 5. The most attractive marketing strategies in financial institution for elementary school teachses are "service strategy", "channel strategy", "promotion strategy". Finally, we propose some suggestions based on the conclusions. They could be the reference as future research of investment behavior and marketing strategies developing of financial institutions for elementary school teachers. First, for elementary school teachers, we recommend they need to have early planning for personal finance, hedging, tax saving, and fulfill knowledge for financial investment in order to effectively target the accumulation of personal wealth and children's education fund. Second, for the financial institutions, we recommend they need to be aware of the financial character of elementary school teachers and to hold some propaganda in school to enrich teachers' financial investment knowledge and assist them to have personal financial planning.

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