The Effects of Psychology and Society on The Purchase Intention for Financial Instruments – A Case Study of The Elderly

• Main Authors: Sin-mei Li, 李欣湄
• Other Authors: Kenneth Wang-hsi Che
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/19195542477925183774

碩士 === 龍華科技大學 === 商學與管理研究所 === 99 === The main purpose of this thesis is to study the elder population’s preference and purchase intention on financial product, from the aspects of both psychology and sociology. The questionnaires for this study obtained 219 effective samples, using Cronbach’ , Factor Analysis, Anova, T-test to verify the below four hypotheses: The personality makes obvious influences on people’s purchase intention on financial products. The sense of one’s values makes obvious influences on people’s purchase intention on financial products. There exists an obvious influence about the different generation’s purchase intention on financial products. In spite of the content of financial product, most people’s preferences make the obvious influence to the purchase intention of the elder population. The result of this study shows: 1.The factor of personality makes obvious influences to people’s purchase intention on financial products, especially about the personality of sensitivity, open-minded, outgoing, friendliness and seriousness. 2.People’s senses of values make obvious influences to their purchase intention on financial products, especially from pragmatist and those people with confidences. 3.The generation of people makes obvious influences to their purchase intention on financial products. The baby boom generation shows higher purchase intention in comparison with the traditional generation. 4.Most people’s preferences make obvious influence to the elder population’s purchase intention, especially from the preference of those reputed and leading persons.