近年來財富管理是台灣個人金融市場上成長最快速的業務之一，未來投資不在只是高資產的投資者，而是具有一定經濟基礎的投資者。所以在做投資行為前投資者應該了解投資報酬與風險總是伴隨出現，對於理財客戶的多元化選擇，當在面對多元化的市場及商品時，理財客戶是否了解自我的需求。本文利用問卷方式調查，根據Sprole (1985)指出消費者購買決策型態關係來探討，結果發現不同年齡、職業、教育程度、平均月收入與平均銀行前往次數、理財經驗、投資經驗模式、資產配置組合、投資的商品如持續下跌時處理方式，皆對於八大消費者行為有顯著的影響，表示投資者會因不同背景的投資因素影響投資的行為。 In recent years, Taiwan's personal wealth management is one of the fastest growing departments in financial institution. In the future, investment management is not only for high-wealth investor but also on some economic -based investors. Before making investment behavior, investors should be aware of investment return are always accompanied by the investment risk. The multiple choices of financial products for banking wealth customers, they should identify what kind of products they need. According to Sprole (1985) theory, our paper use questionnaire survey to explore consumer buying decision process. From the result, we find the relationship from different age, occupation, education level, average income and average frequency going to bank , the experiences of wealth management , investment experience model, asset allocation portfolio, how to manage when investment goods continued to loss, all the eight types of consumer behavior making have significant effects.Investors from different background will be affected by different investment behavior.
