Exploring the Relationship between Customers'' Buying Behavior and Risk Preference

• Main Authors: Wan-Jing Liaw, 廖婉菁
• Other Authors: 林金賢
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/49155826684787049072

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 104 === Abstract As the financial disputes springs up, the risk classification of the customers’ investment has become increasingly important, and "Know Your Customer (KYC)" is no longer just a slogan. A sequence beginning with risk evaluation, then communicating with the customer about his/her risk preference or risk tolerance, and finally designing the investment portfolio with the specified risk tolerance, can not only reduce the disputes but also win the customers’ trust and probably open the business door of the customers. The bank used to have its customer fill in the questionnaire and derive the risk evaluation of the customer. Based on it the bank then introduces its financial products to its customer. However, the customer may not be very sure about the risk preference for himself/herself. This research is trying to classify the customers into different risk preference group based on the customers’ characteristics observed by the bank asset manager. There are 250 questionnaires are returned in this research. The first part of the questionnaire collects data about the demographics of the customers. The second part is to collect the data about customers’ characteristics. The third part is to collect data about the customers’ investment in this bank. Using different statistical tools, including Pearson Coefficient, Independent t test, one-way ANOVA, and regression analysis, this research is trying to find the relationship between the demographics, customers’ characteristic, and risk preference. The empirical results can help the bank differentiate the customers’ risk preference. Keywords: Customer characteristics, Investment risk, KYC