The Study of Choosing Financial Merchandise by Consumer’s Risk Perception

• Main Authors: Feng-Jung Hsu, 許峰榮
• Other Authors: Kuo-Liang Huang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/6g7cpu

碩士 === 國立高雄第一科技大學 === 金融營運所 === 96 === The study discusses about consumer''s risk perception and find out what kind of factor can influence it. We use four financial assets to measure risk perception singly, then according to these risk perception to judge how investors make a risky decision. We statistics data by evicting questionnaire, then analyze data by categorizing base document of sample. According to these data, we have some result below: 1. Male could take more risk than female 2. Married could take more risk than single 3. Middle-ager could take more risk than young people 4. Higher education man could take more risk 5. Non-businessman could take more risk 6. Higher salary man could take more risk 7. Higher chrematistic experience could take more risk According to framework, we know risk perception and propensity have a negative correlation, so we can get below result: 1. Male’s risk perception is lower 2. The risk perception of married is lower 3. The risk perception of middle-ager is lower 4. The risk perception of higher education man is lower 5. The risk perception of non-businessman is lower 6. The risk perception of higher salary man is lower 7. The risk perception of higher chrematistic experience is lower When a professional have higher risk perception for some assest, he will expect higher returns, then invest it first.