| Summary: | 碩士 === 實踐大學 === 企業管理學系碩士在職專班 === 106 === The concept of investing and managing money in Taiwan has opened up with the
government’s openness to bank wealth management and securities trading. Gradually affect the concept of money and savings of the general public. From the earliest bank deposits to investment products such as stocks and mutual funds, investors have derived various investment and financial management channels due to the government's loosening and opening up of relevant laws and regulations. In recent years, with the advancement of the times, the development and use of the Internet, the popularity of mobile devices, and the government’s determination to promote financial technology, the mutual funds’ network transactions have gradually transformed into a “fund intelligence platform”. The platform is designed to deal with mutual fund investment and emphasizes that opening an account is quick and easy. It does not have to face the bank's financial management specialists and can complete its investment and financial planning through the platform. The fees are transparent and reasonable, and information security and trust are valued. In combination with the use of big data, investors can easily tailor their investment and financial planning and investment portfolios according to the status of their own funds. In view of this, the study focused on "funds intelligence platform" as the main analysis case, and adopts the technology acceptance model (TAM) proposed by Davis et al. (1989) as the main research framework to analyze the investor's "fund intelligence". Platform's acceptance attitude and willingness to use. In addition, Axelrod (1984) proposes mutual trust between the two parties from a risk perspective, and Dirks (2000) believes that “trust” is a form of expectation or belief, etc., and look at the investor’s image of the fund company on the basis of trust. Trust and trust in the "fund smart platform." The results show that investors have a positive impact on the perceived usefulness, perceived ease of use, and acceptance of the “fund smart platform”; investors’ trust in fund companies’ image, trust in fund's smart platform, and their acceptance attitude are also the same. Positive effect. Based on the above results, it is found that investors' attitudes to the fund's smart platform are accepted, which will also affect their usage intention the fund's smart platform. In this study, a sampling method was used to facilitate sampling, and a total of 293 questionnaires were collected for the recovery of the target sample. The research method was verified by the regression analysis in SPSS Statistics 20, and the results were as follows:
The perceived usefulness of investors on the fund's smart platform has a positive and significant impact on the acceptance attitude of the platform.
The investor's perception of ease of use of the fund's smart platform has a positive impact on the platform's acceptance attitude.
The investor's perception of the ease of use of the fund's smart platform has a positive impact on the platform's cognitive performance.
Investors to fund the company's image and the trust fund for intelligence platform for trusted platform presents a positive attitude to accept significant impact.
For investors to accept the attitude of smart flat Fund, usage intention the platform for the presentation of significant positive influence.
According to the above analysis that, in this study support the hypothesis that the empirical results are obtained, and also for banks, investment trust industry and the insurance industry and other relevant financial institutions to assess the use of planning funds build intelligent platform or extend existing Internet trading platform reference direction function, but also hope
helpful for follow-up related to the study.
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