| Summary: | 碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 97 === This study details the development and empirical validation of a model of selection behavior of mutual fund by investors. The model was developed from the results of prior research into brand equity, and the reference disciplines of the theory of consumer behavior. The study focuses on the consumer's point-of-view as central. A survey of 267 respondents was used to test the model. The data were further analyzed with SPSS for Windows 15 statistical software. The statistic methods used in this study included fre-quency distribution, mean, Person correction, regression analysis and mediation analy-sis.
The results indicate that both perceived brand equity of mutual fund companies and perceived brand equity of the selling agents are significant precursors to the intent to buy. In addition, perceived brand equity of mutual fund companies and perceived brand equity of the selling agents are positively correlated, whereas perceived brand equity of the selling agents acts as a partial mediator between perceived brand equity of mutual fund companies and intent to buy. Consequently, it is important to both mutual fund companies and the selling agents to constantly invest in brand image.
The results add to a growing stream of channel research into the issue of channel conflict and have significant implications for organizations aiming to create and main-tain the brand image for the brand equity will increase the bargaining power of parties involved in a contract negotiation situation.
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