| Summary: | 碩士 === 國立交通大學 === 管理學院碩士在職專班經營管理組 === 97 === Research Purpose：According to the statistical data to April 2009 by SITCA, there are 500 numbers mutual funds in Taiwan. To be the priority of investor’s choice is the most important issue of the securities investment trust enterprise. How to attract mutual fund investor to choice the product of your company is the major issue of securities investment trust industry. The study use source of information to discuss the influences of information involved in mutual fund to investor's purchase willingness. We understand mutual fund investors in purchase decision-making process focus on the characteristics of mutual funds, the service of securities investment trust enterprise and the information exposed. “To know the need of the investors, to satisfy the demand of service” that will be helpful for securities investment trust industry to develop the marketing strategy.
Research method：The study uses a questionnaire survey to investigate the consumer of the case example of P Company. By literature review, we collect the related research variables about demographic variables, purchasing decision-making variables and information involvement variables. According to the research purpose, we develop the assumption of this study and design the content of questionnaires. The study uses a questionnaire survey to be the method of data collection. The study uses consumer behavior model as framework and through the demographic variables on the purchase of decision-making variables and information involvement variables for analysis. In data analysis, we use the number of distribution, factor analysis, one-way ANOVA and independent T-test, cross table and chi-square distribution, and other statistical methods to collect samples.
Based on the conclusions, information involvement is the important factor in mutual fund investors’ decision process. There are significant differences analysis between demographic variables and purchasing decision-making variables which are including problem recognition, information search, evaluation of alternatives and purchase decision. The research has four suggestions for securities investment trust industry to develop marketing strategies and direction. The four suggestions are to meet the investor’s need, to establish good customer relationships, expertise-oriented and to take the initiative to create the advantage of the company.
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