| Summary: | 碩士 === 淡江大學 === 管理科學學系 === 90 === Both the marketing strategies of domestic and foreign mutual funds have been emphasized on female investors. In addition to the potentiality of interest, basically mutual fund itself is corresponded with female characteristics. This research, mainly based on the EKB Model, investigate the behavior of female who invest mutual fund in order to guide the marketing department to realize the special need and preference of this cluster.
The discovery of investigation are listed as follows:
(1) Females who invest mutual funds have some features in common: age ranged from 21-30 years old, above collegiate, whoever is single or married paid salaries more than average. Most of married females own double-high-income family, children, and jobs related to business of finance. Their lifestyle could be described with these phrases: abounding, stable, rational, practical, socialized, and self-directed.
(2) The ways to invest mutual funds, either single or periodical trade, don’t illustrate obvious preference; The period to hold fund is mostly longer than one year; Except mutual fund, other main invest tools used by females are stocks, time deposit, insurance.
(3) The motivations of females to invest mutual fund are “long-time investment interest”, “intention to invest without time to manage”, “regard as part of portfolio”, and “diversion of risk”. ; The way female investors proceed valuation of mutual fund are “past performance”, “growth in the past and future”, “ industry and region of investment, “trade convenience”, “reputation of investment trust”, and “fund manager personal performance”.
(4) This research quantifies” demographic”,” life-style” as parameters, and results “motivation to invest mutual fund”, “valuation of mutual fund” as dependent variables. It outcomes that “demographic” influents “motivation”. Otherwise, both” demographic” and” life-style” dominate “valuation”.
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