| Summary: | 碩士 === 國立臺北大學 === 合作經濟學系 === 95 === In recent years, As the gross domestic product（GDP）is raised, It is depressing that the bank interest rate of a fixed deposit, Compatriots increase in investing in the demand of managing money matters. Among them “mutual fund” becomes one of general investors’ tools for managing money matters of investment gradually. Under the circumstances that information science and technology is developed fast, Domestic banks combine with the internet network one after another too, Produce the e-commerce behavior of passing the internet network, That is to say “network bank”. It influences and generally invests in the masses’ behavior factor that the study attempts to find out the era of the network bank, And probe into the related and difference between the parameters in the decision-making process of investment.
Regard mutual fund investors of the area of Taipei as the research object, Channel of the bank is done for the respondent, Pass the investigation method of t he questionnaire, In order to find out about mutual fund investors’ purchase decision factor of era of network bank. Whether probe into different demographic parameters, personality speciality, use the network bank, whether the investment decision-making process which assess criterion of buying the motive, choosing the fund products, choosing to act as the agent of the bank, using the network bank etc. has difference of showing. Management in the future and reference of the marketing tactics that offer to banking and relevant industry of the finance.
First of all, the study counts the investors’ behavior by way of the number of times is distributed and average. Utilize the factor analysis, Sum up the factor-construct with the fund products choosing and assessing, Act as the agent of the bank to choose and assess, The network bank using and assessing. Utilize the cluster analysis, Probe into the factor that different kinds of investors pay attention to, and relatively collect investment type attitude and demographic characteristic between each cluster. Utilize the cross-evaluation of “Test for Goodness of Fit”, Whether probe into the difference that each collects a cluster of forms of investment and demographic parameters, use the network bank and every parameters. Utilize the ANOVA analysis, Probe into different demographic parameters, personality speciality, collect cluster and use the network bank, Whether have a difference in each factor-construct construct and every parameters.
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