本研究建议银行业者在资产管理帐户的产品功能中，能加强证券业之财务投资专业领域，以满足消费者所重视且喜好的证券投资功能。并应加强行员多元化的训练，着重银行业务、证券业务、保险业务等全面性财务规划能力的全方位专业服务，使资产管理帐户的产品功能更具完整性。在行销策略中，目标市场的选择，需注重理财讯息的丰富化、充份的专业化，以提高稳健群消费者的使用。另外也要能提供弹性、灵活且便利之资金取得方式，配合积极群消费者敢於投资高风险各项理财产品的需求。
关键字：资产管理帐户、消费者行为、生活工作型态、市场区隔、评估准则
The study in the factors which influence consumersto use “Money Management Account”
Abstract：This essay researches on the consumers who are over twenty years old and live in Tainan, for the purpose of studying the factors which influence consumers to use“Money Management Account”, and in order to provide a reference of product sales for bankers. On the basis of consumer behaviors theory and references, this research make use of EKB model and questionnaire survey. By analyzing the survey data in Statistics method, the results obtained are as follows: the consumers' motivation types of applying for“Money Management Account” can be divided into three main factors: cost, money management tools and convenience. The assessment principles types concerned in using “Money Management Account” can also be divided into three main factors: they are attach importance money utilize、account and benefit function . The working and living styles of those who are visited can be divided into four types: they are meticulous plan type,impulse crude type,stabilize type and independence type. The motivation of applying for “Money Management Account” and the styles of working and living of those who are visited can be divided into four groups: they are conservative group, active group, steady group and impulsive group. A general consumer can mainly get the information of“Money Management Account” from mass media like TV and radio or newspapers and magazines.www.xielwb.com/zhengzhijingji/87589.html.
This research suggests that bankers should strengthen the professional field of financial investment of securities in products functions of “Money Management Account” in order to satisfy the security investment functions which are thought much of and liked by consumers. They should also strengthen the multiple training of bank clerks, and lay emphasis on bank business, security business, insurance business to make the products functions of“Money Management Account” more complete. In sale strategy, the selection of target market should put stress on fertilizing the money management information and sufficient specialization to raise the use of steady consumers. Moreover, it should also be able to provide a flexible,energetic and convenient way of getting capital for active consumers to meet their needs of investing every money management products.
Key words：Money Management Account 、Consumer Behavior Life.work Style、Market Segmentation、evaluate criteria
目录
第一章 绪论
第一节 研究背景
第二节 研究动机
第三节 研究目的
第四节 研究范围与对象
第五节 研究流程
第二章 相关理论基础与文献探讨
第一节 资产管理帐户特性与银行业自动化探讨
第二节 市场区隔相关理论与文献
第三节 消费者行为相关理论与文献
第三章 研究方法
第一节 研究架构
第二节 问卷架构
第三节 问卷设计
第四节 抽样设计与资料收集整理
第五节 统计分析方法
第四章 统计资料分析
第一节 样本代表性
第二节 问卷信效度分析
第三节 叙述统计与单变量分析
第四节 因素分析
第五节 集群分析
第六节 典型相关分析
第七节 区别分析
第五章 结论与建议
参考文献
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