近年來國內財富管理業務在金融市場快速崛起且蓬勃發展，國人也逐漸將手邊原有保守的定存儲蓄積極投入各項投資理財商品，在理財商品中，共同基金因具有投資門檻低、集資運用多元化及變現靈活等優點，最受投資人青睞。本研究旨在探討投資共同基金時，不同人格特質及生活型態的投資人其風險屬性是否存在顯著的關係，以及人口統計變項是否對共同基金投資人之風險屬性有顯著的影響，並依據結論對國內共同基金行銷通路(銀行、證券、保險及投信等)提供實務運作上的建議。 本研究採以書面問卷，針對特定銀行中有共同基金投資經驗之往來客戶為研究對象，共發放245份，實際有效問卷為200份。統計軟體採用SPSS12.0版本，先將問卷資料加以因素分析，再將人格特質變數區分為「自主傾向」、「內控傾向」及「人定勝天傾向」三傾向；生活型態變數分為「外向性」、「流行性」及「金錢謹慎性」三性格及風險屬性變數分為「重視保本」、「重視風險分散」及「重視定額投資」三類型。各變數分群之後使用迴歸分析、變異數分析等方法予以檢定各項研究假設，而得出結論。 研究結果發現：在投資共同基金時，人定勝天傾向的投資人重視保本；外向性及流行性的投資人重視風險的分散；金錢謹慎性的投資人最重視定額投資。男性比女性重視風險分散；女性比男性重視定額投資；已婚有子女之投資人比已婚無子女的投資人重視定額投資。 The wealth management segment has been booming in the domestic financial market over the past years. Taiwanese have been gradually changing their originally conservative approach by shifting their termed deposits into all kinds of investment products. Among all these products, mutual funds are the most popular because their low minimum investment thresholds, large variety of collection methods and high liquidity. This study aims to examine the personality and life style and risk appetite for the mutual fund investors. It also intends to explore whether demographic variables have any significant influence on the risk attributes of mutual fund investors. It is hoped that the conclusions can serve as suggestions in practices for the mutual fund marketing/distribution operators in Taiwan, such as banks, securities firms, insurance companies and investment trusts. This study conducts a questionnaire survey on the clients who have experience in purchasing mutual funds from specific banks. A total of 245 questionnaires are released and 200 effective questionnaires are recovered. This paper runs SPSS12.0 (a statistics software package) to conduct a factor analysis on the data. It divides personality trait variables into three types, i.e. autonomous; internal-controlling and persistent and classifies life style variables into three groups, i.e. outgoing, trendy and cautious. Risk attribute variables are categorized into three kinds, i.e. focus on principal preservations, focus on risk diversifications and preferences for fixed-amount investments. All the variables are grouped accordingly before research hypotheses are tested with regression analyses and variable analyses. This study finds that the persistent type of investors focuses on principal preservations when it comes to mutual fund investments. Outgoing and trendy investors emphasize risk diversifications. Cautious investors prefer fixed-amount investments the most. Male investors place more emphasis on risk diversifications than female investors do. Female investors like fixed-amount investments more than male investors do. Investors who are married with children focus on fixed-amount investments than whose who are married without children.
