| Summary: | 碩士 === 國立中央大學 === 財務金融學系碩士在職專班 === 99 === After the global financial crisis happened, structural merchandises caused many private investors to lose their money quite a lot. From passages of many literatures, under the inefficient and imperfect market, financing creations would improve the market defects, and private investors also had positive expression on financial innovation. The issuing institution used such financing innovation to specifically design financial merchandise for those private investors, in fact, the real intention of the issuing institution was trying to acquire higher rewards from them; the dark side always existed in the back of such merchandise. Moreover, the complex pricing lessened the understanding and price-negotiation ability of private investors who always bought with over-high price, but the rewarding rates were even lower than the non-risk interests, as a result, it is very hard to realize their motives to buy such merchandises.
This article used the real operating project of wealth-management specialist in local bank for further analysis; it expansively collected the information, like the training course of such specialist, education subjects, examination system and pay-roll, trying to discover the influential factors and explain the buying behaviors of private investors.
The research discovers that the private investors would be affected by the wealth-management specialists, who would be constantly powered by the great sales bonus offered by the bank, to convince customers to buy more merchandises, finally the article also recommended that those private investors should carefully choose among financial merchandises and act after precise assessment has been well done.
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