消費者聘請CFP®持證人做專業理財規劃服務的意願探討
| Autor: | 黃朝輝 |
|---|---|
| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 With the development of international financial markets more and more diverse and fast, financial products tend to diversify, rapid changes in the financial environment, a certain level of professional financial planning services will become very important. In this paper, a questionnaire was designed to investigate the willingness of consumers to engage CFP® holders in professional financial planning services. To obtain a valid consumer questionnaire, it was designed by CFP® expert interviewer questionnaire and literature reviews. There are 222 valid questionnaires were obtained and statistical softwares SPSS and AMOS were used for data analysis. The results show that both brand perception and service quality has positive impact on the purchase intention, respectively. There is no significant difference between the binary consumer demographic variable (e.g., gender, age, educational level, occupation, marriage, or family income) under the two purchase intention models, respectively. Similarly, there is no significant difference between consumers who have and not heard of the CFP® under the two purchase intention models, respectively. Keyword: CFP®、Brand Perception、Service Quality、Purchase Intention |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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