A Study on the Services for Wealth Management Websites of Banking

• Main Author: 李玉屏
• Other Authors: 楊美雪
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/85309138850295874779

碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 98 === The purpose of this study is to evaluate the content of wealth management websites of banking. By using content analysis to understand the contents of wealth management website services and the differences among banks. On the other hand, a questionnaire survey will be conducted to understand the needs of users for online wealth management services. According to the results of this study, it will provide applicable suggestions for websites masters and managers、users and future researchers on the services for wealth management websites of banking. The research results are as following: 1.“Products and financial information services” is the most emphatic information item of the wealth management websites service of banking, and ”interactive and communicate services” is the lowest. 2.“Accounts and holdings” is the most emphatic information item of the wealth management websites service of banking, and ”online trading” is the lowest. 3.The demand of female is higher than male on the wealth management websites services of “advertising and promotion”. 4.The demand of male is higher than female on the wealth management websites services of “accounts and holdings”. 5.The demand of users with junior college or college degree is higher than the users with high school degree of “Security”. 6.The demand of the users without online financial experience is higher than the users with online financial experience on the wealth management websites services of “advertising and promotion”. 7.The demand of the users with online financial experience is higher than the users without online financial experience on the wealth management websites services of “accounts and holdings”.