The Effects of Investors' Perceived Values on Repurchase Intention toward the Mutual Funds： A Case of the Wealth Management Customers of K Bank in Tainan

• Main Authors: Tsan-NanOu, 歐燦南
• Other Authors: Min-Hsien Chiang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/5rysqb

碩士 === 國立成功大學 === 企業管理學系碩士在職專班 === 104 === This study aimed to analyze whether mutual fund investors’ perceived values are affected by perceived price, perceived risk, information quality, emotional value, and social value. In addition, we try to understand the impact of investors’ perceived values and product involvement on repurchase intention. To address this aim, a questionnaire was given to the wealth management customers who had purchased mutual funds in Tainan K bank. Totally 200 customers completed the survey. Through the empirical analysis, the key findings are summarized as following: 1. The perceived price has no significant negative impact on investors’ perceived value. For investors, the cost of purchasing mutual funds and the amount of fees are not main factors to affect the investors’ perceived value. 2. The perceived risk has significant negative impact on investors’ perceived value. Investment losses make investors pay more attention to the risk of loss of property arising from investments after the financial tsunami and uncertain financial situation. When market uncertainty is high, investors prefer to hold cash rather than temerity to approach investment. Thus, the high perceived risk has a negative impact on investors’ perceived value and makes investors reduce their willingness to invest. 3. Information quality, emotional value, and social value have positive impact on investors’ perceived value. 4. The mutual fund investors’ perceived value has positive impact on repurchase intentions. 5. The interaction between investors’ perceived value and the extent of product involvement has a negative impact on repurchase intention. According to the research, five suggestions are proposed for banking industry’s reference and for future research as well.