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個人財產信託信任傾向、信任、知覺風險與信託意願關係之研究以南部中小企業主...

余靜芳

個人財產信託信任傾向、信任、知覺風險與信託意願關係之研究以南部中小企業主及高階主管為研究對象 = The Relationships among Propensity of Trust , Trustfulness , Perception of Risks and Intention of Trust on Personal Property Fiduciary：A study of the Owners and Top Executives of Small and Median Size Enterprises in Southern Taiwan

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Relationships among Propensity of Trust , Trustfulness , Perception of Risks and Intention of Trust on Personal Property Fiduciary：A study of the Owners and Top Executives of Small and Median Size Enterprises in Southern Taiwan
作者:	余靜芳,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民99[2010]
面頁冊數:	124面圖，表 : 30公分;
標題:	個人財產信託
標題:	Personal Property Trust
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/35380072417939017304
摘要註:	我國信託發展至今已十餘年的時間，由於經濟的發展及社會形態的轉型與改變，愈來愈多人選擇把個人資產交付信託作為管理，以期許個人資產能夠更有效的運用。近年來各種信託商品相繼問世，呈現理財多元面貌，其中個人財產信託規劃實務運作上極富彈性有其探討必要。因此，本研究對投資人信託意願的調查，以瞭解投資人對於個人財產信託之信任傾向、信任、知覺風險等對信託意願所產生的影響，針對以上各變數的關係加以探討，並用以投資人、信託業者、公司、學術與推廣個人財產信託等作為參考。本研究針對南部地區(台南縣市、高雄縣市、屏東縣市)的投資人，對個人財產信託行為意願進行問卷調查，有效問卷為383份。本研究以描述性統計分析、因素分析、信度分析、相關分析、單因子變異數分析與迴歸分析進行統計分析及驗證。對於個人財產信託研究結果顯示：1.信任傾向對信任有顯著正向影響，其中對於客製化設計信託產品信任程度最高，其次為資產管理公司信任與信託業務人員信任；2.信任對信託意願有顯著正向影響；3.信任傾向對信託意願有顯著正向影響；4.信任在信任傾向與信託意願間具有完全中介影響效果；5.信任傾向對知覺風險中的認知焦慮呈顯著負向影響，但對認知風險則無顯著影響；6.知覺風險中的認知焦慮對信託意願有顯著負向影響，但認知風險對信託意願無顯著影響；7.知覺風險中的認知焦慮在信任傾向與信託意願間具有部分中介影響效果。研究結果發現，信任傾向、信任之交互效果對信託意願確實具有完全顯著影響，同時亦發現信任傾向會強化與信託意願之關係，對於信任傾向、知覺風險之交互效果對信託意願有部分顯著影響。因此本研究建議，業者應注重公司、業務、客製化產品信任之經營並採用可誘發投資人信任的特質以增加其信託意願。最後本研究依資料分析數據與結論提供信託的經營業者以及投資人作建議，以參與個人財產信託之意向及擬定行銷策略與投資參考。 Trust business in Taiwan has been developed for more than ten years. Due to the economic development and social transformation in recent decades more and more people choose the trustee to manage their personal properties so as to make their portfolio more efficiently. Various trust products have been introduced one after another, financial anagement then provides diverse features. Especially, it is quite flexible in the practice of personal property trust ” bearing the necessity of investigation. Therefore, this study surveyed the investors intention to a trust to analyze, the effects of trust proplensity, trust and perceived risk to an investor looking upon to upon, personal property trust, and to realize the relationships among the effects mentioned above so that these findings can be taken as references for investors, trustees, and academies when we promote the personal property trust to investors.This research is aimed at investors in Southern Taiwan ( living in counties and cities of Tainan , Kaohsiung and Pingtong ) using guestionnaires to survey their willingness behavior to personal property trust with 383 sets of effective questionnaires. We then analyze these surveys by using descriptive statistics, factor analysis, reliability analysis, correlation analysis, one-way ANOVA and regression analysis.The research results of the personal asset trust were in the following:1. Trust tendency has significantly positive effect to trust, Customized products bear the highest degree of trust, assets management company and trust sales come as the second and third respectively.2. Reliance has significantly positive effect to the intention of trust.3. Trust propensity has significantly positive effect to the intention of trust.4. There exsists complete intermediary effect of reliance in between trust propensity and trust intertion.5. Trust propensity has significantly negative effect to the cognized anxious of perceived risk.6. Cognized anxious of perceived risk has significantly negative effect to trust intention. Nevertheless, cognized risk does not have significant effect to trust intention.7. Cognized anxious of perceived risk has partial intermediary effect to trust propensity and trust intertion.Research results find that the interaction of trust propensity and trust has significant influence to trust intention. Meanwhile trust propensity will strengthen its relationship with trust intention. The interaction between trust propensity and perceived risk has partial influence to the intention of trust. Therefore, we suggest that the entrepreneurs should pay attention in the management of their companies, businesses, and customized products, as well as should develop characters to induce the trust intention of investors. Finally, this study provides some suggestions to entrepreneurs of trust companies and investors in accordance with our date analysis statistics and conclusions to serve as inverstment references for individuals who intend to participate personal property trust and frame the marketing strategies.

個人財產信託信任傾向、信任、知覺風險與信託意願關係之研究以南部中小企業主及高階主管為研究對象 = The Relationships among Propensity of Trust , Trustfulness , Perception of Risks and Intention of Trust on Personal Property Fiduciary：A study of the Owners and Top Executives of Small and Median Size Enterprises in Southern Taiwan
余, 靜芳

個人財產信託信任傾向、信任、知覺風險與信託意願關係之研究以南部中小企業主及高階主管為研究對象 = The Relationships among Propensity of Trust , Trustfulness , Perception of Risks and Intention of Trust on Personal Property Fiduciary：A study of the Owners and Top Executives of Small and Median Size Enterprises in Southern Taiwan / 余靜芳撰 - [高雄市] : 撰者, 民99[2010]. - 124面 ; 圖，表 ; 30公分.
參考書目：面.
個人財產信託Personal Property Trust

個人財產信託信任傾向、信任、知覺風險與信託意願關係之研究以南部中小企業主及高階主管為研究對象 = The Relationships among Propensity of Trust , Trustfulness , Perception of Risks and Intention of Trust on Personal Property Fiduciary：A study of the Owners and Top Executives of Small and Median Size Enterprises in Southern Taiwan
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330 $a 我國信託發展至今已十餘年的時間，由於經濟的發展及社會形態的轉型與改變，愈來愈多人選擇把個人資產交付信託作為管理，以期許個人資產能夠更有效的運用。近年來各種信託商品相繼問世，呈現理財多元面貌，其中個人財產信託規劃實務運作上極富彈性有其探討必要。因此，本研究對投資人信託意願的調查，以瞭解投資人對於個人財產信託之信任傾向、信任、知覺風險等對信託意願所產生的影響，針對以上各變數的關係加以探討，並用以投資人、信託業者、公司、學術與推廣個人財產信託等作為參考。本研究針對南部地區(台南縣市、高雄縣市、屏東縣市)的投資人，對個人財產信託行為意願進行問卷調查，有效問卷為383份。本研究以描述性統計分析、因素分析、信度分析、相關分析、單因子變異數分析與迴歸分析進行統計分析及驗證。對於個人財產信託研究結果顯示：1.信任傾向對信任有顯著正向影響，其中對於客製化設計信託產品信任程度最高，其次為資產管理公司信任與信託業務人員信任；2.信任對信託意願有顯著正向影響；3.信任傾向對信託意願有顯著正向影響；4.信任在信任傾向與信託意願間具有完全中介影響效果；5.信任傾向對知覺風險中的認知焦慮呈顯著負向影響，但對認知風險則無顯著影響；6.知覺風險中的認知焦慮對信託意願有顯著負向影響，但認知風險對信託意願無顯著影響；7.知覺風險中的認知焦慮在信任傾向與信託意願間具有部分中介影響效果。研究結果發現，信任傾向、信任之交互效果對信託意願確實具有完全顯著影響，同時亦發現信任傾向會強化與信託意願之關係，對於信任傾向、知覺風險之交互效果對信託意願有部分顯著影響。因此本研究建議，業者應注重公司、業務、客製化產品信任之經營並採用可誘發投資人信任的特質以增加其信託意願。最後本研究依資料分析數據與結論提供信託的經營業者以及投資人作建議，以參與個人財產信託之意向及擬定行銷策略與投資參考。 Trust business in Taiwan has been developed for more than ten years. Due to the economic development and social transformation in recent decades more and more people choose the trustee to manage their personal properties so as to make their portfolio more efficiently. Various trust products have been introduced one after another, financial anagement then provides diverse features. Especially, it is quite flexible in the practice of personal property trust ” bearing the necessity of investigation. Therefore, this study surveyed the investors intention to a trust to analyze, the effects of trust proplensity, trust and perceived risk to an investor looking upon to upon, personal property trust, and to realize the relationships among the effects mentioned above so that these findings can be taken as references for investors, trustees, and academies when we promote the personal property trust to investors.This research is aimed at investors in Southern Taiwan ( living in counties and cities of Tainan , Kaohsiung and Pingtong ) using guestionnaires to survey their willingness behavior to personal property trust with 383 sets of effective questionnaires. We then analyze these surveys by using descriptive statistics, factor analysis, reliability analysis, correlation analysis, one-way ANOVA and regression analysis.The research results of the personal asset trust were in the following:1. Trust tendency has significantly positive effect to trust, Customized products bear the highest degree of trust, assets management company and trust sales come as the second and third respectively.2. Reliance has significantly positive effect to the intention of trust.3. Trust propensity has significantly positive effect to the intention of trust.4. There exsists complete intermediary effect of reliance in between trust propensity and trust intertion.5. Trust propensity has significantly negative effect to the cognized anxious of perceived risk.6. Cognized anxious of perceived risk has significantly negative effect to trust intention. Nevertheless, cognized risk does not have significant effect to trust intention.7. Cognized anxious of perceived risk has partial intermediary effect to trust propensity and trust intertion.Research results find that the interaction of trust propensity and trust has significant influence to trust intention. Meanwhile trust propensity will strengthen its relationship with trust intention. The interaction between trust propensity and perceived risk has partial influence to the intention of trust. Therefore, we suggest that the entrepreneurs should pay attention in the management of their companies, businesses, and customized products, as well as should develop characters to induce the trust intention of investors. Finally, this study provides some suggestions to entrepreneurs of trust companies and investors in accordance with our date analysis statistics and conclusions to serve as inverstment references for individuals who intend to participate personal property trust and frame the marketing strategies.
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