本研究以國內台灣市場為例，探討影響基金投資人之知覺價值及投資行為之影響因素。由於台灣金融市場的快速發展，越來越多投資標的供投資人選擇，而其中又以基金集資分散風險的特性最適合一般散戶投資人做為投資標的，本文推論市場中之大眾意見、專家意見及基金商品特性都可能影響研究投資人之購買行為，故本文的主要目的在檢視投資人之投資行為是否受投資人對理財之知覺價值影響，同時進而分析輿情、理財專員建議或產品特性是否為影響投資人知覺價值之因素。根據本文之研究結果發現：1.個人特質對解釋構面-輿情、專業的理財專員意見及產品特性產生顯著的差異性；2.輿情、專業的理財專員意見及產品特性對投資人之理財的知覺價值具有顯著的影響；3.投資人之知覺價值對投資行為具有顯著的影響；4.投資人之知覺價值具有中介解釋構面-輿情、專業的理財專員意見及產品特性對投資行為的效果。 The main purpose of this paper is to examine the factors which can be used to explained the investor's purchasing willing. Taiwan's financial market develop dramatically recent year because there are more and more financial commodities to invest their money, in which mutual fund is the best target due to its commodity characteristic. However, the investors' behavior is still an interesting topic to explore. This study infers that, except for the commodities characteristic, both the public opinion and exert opinion will significantly impact on the investors' behavior. Thus this study aims to examine whether the investor's behavior is influenced by the investors' perceived value on investment. Moreover, it further analyze whether the public opinion, or the suggestion provided by financial adviser or the fund characteristics is the factor influencing the investor's perceived value on investment. According to the results of this paper, it has found that: 1. Personal characteristics have a significant impact on the preference on public opinion, the suggestion provided by financial adviser, and the fund characteristics. 2. The investors' perceived value on investment can be explained by explaining variables including the public opinion, the suggestion provided by financial adviser, and the fund characteristics. 3. The investor's perceived value has a significant impact on the investment behavior; 4. The investor's perceived value has an intermediary interpretation of the faculty-public opinion, professional advice and product characteristics of the investment behavior of the effect.
