| Summary: | 碩士 === 明志科技大學 === 經營管理系碩士班 === 104 === The emerging virtual financial industry has led the rapid growth of many activities in a business model that is different from conventional manner, thereby prompting the financial management to move from a traditional path towards a virtual path. Under such move, the financial management website has already become one of the channels to gain financial knowledge. The development of online financial management environment has gradually become mature and diversified to serve as an important channel for the public to inquire financial performances, investment judgment and merchandise selection.
The aims of this study are as follows:
(1) To explore the impacts of information service contents on behavioral intentions.
(2) To explore the impacts of information architecture on behavioral intentions.
(3) To explore whether or not users’ financial literacy would change the impacts of financial information contents on behavioral intentions.
(4) To explore whether or not users’ financial literacy would change the impacts of information architecture on behavioral intentions.
In this study, the content analysis was initially used to observe and record the contents and differences of 10 media financial management websites, followed by a questionnaire survey. The objects of study were users who have used the media financial management websites before. Finally, SPSS statistical software was used to conduct the analysis. The research findings were found to support the study hypothesis, indicating a positive correlation of behavioral intentions between financial product information, and interaction and communication feedback; users’ financial literacy would change the financial product information, organization system, labeling system and search system; and there are the existences of interference effects on the relationship of behavioral intentions.
The study concludes to propose four suggestions for the media financial management website - To provide: a diversified range of financial product data, target audiences of media financial management website, differentiated and comprehensive range of services, and a personalized website environment.
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