| Summary: | 碩士 === 元智大學 === 管理研究所 === 96 === This research tries to analyze the antecedents of values of financial planning and verifies whether people with different lifestyles have different values of financial planning or not. Furthermore, our study also tests the effects of demographic variables in personal financial planning. Specifically, the effect of different generations in values of personal financial planning is deeply discussed. Finally, our results find that different generations, annual income, lifestyles and people with children have significant effects in values of financial planning. Conversely, the effect of education is not found in values of financial planning. From the research report, I suggest that financial institutes can build the customers of young age generation through the education in the assessment of financial planning. And provide different products when they growing older to build customer loyalty. The other suggestion I make is to provide more needs-based financial products by the market segmentation of family annual income and lifestyles. One more suggestion is to provide financial products of retirement income to the family without children in school. Since their financial evaluation system emphasis on the “submissive financing” and “luxurious overdraft
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