臺灣博碩士論文加值系統

本研究主要探討金融商品文宣之可讀性如何造成金融從業人員與投資人之間資訊不對稱的問題，並藉由金融從業人員使用商品文宣與自身財務特性(商品文宣閱讀感受度、財務知識、財務滿意度、財務信心、風險態度)及個人背景、職場經歷等變數，檢視在不同情況下金融從業人員對於商品文宣可讀性的程度對績效表現正負面之影響。本研究發現：(1)無法證實影響從業人員使用商品文宣，一定是專業知識不足、商品文宣在設計編排及過於專業化，造成從業人員及投資人在閱讀的困難度；(2)從業人員任職區域與兩份基金商品文宣可讀性達顯著差異，其中又以任職於南部區域對於C金控商品文宣可讀性程度最高，而任職於北部區域則是對於A投信商品文宣理解程度最佳；(3)從業人員使用商品文宣不會提升個人績效表現；(4)從業人員自身財務滿意度為主要影響個人績效表現的因素，當從業人員對自身財務滿意度越高，個人績效表現提升至下一個績效表現級距的機率越高。

This study investigate how the readability of financial product leaflet causes information asymmetry between financial staffs and investors. In addition, this study apply variables including financial staffs' usage of product leaflet and their own financial characteristics, personal background, and workplace experience to examine under what circumstances financial staffs' readability of product leaflet may have a positive or negative impact on their performance. This study found that: (1) there is no evidence that the lack of professional knowledge and the overly professional design and layout of the leaflet made it difficult for staffs and investors to read the leaflet; (2) there are significant differences in readability between the regions where financial staffs are employed and the two funds' product leaflet; (3) financial staffs using of product leaflet does not increase individual performance; and (4) financial satisfaction is the main factor that affects individual performance.

摘　要 i
表　目　錄 vi
圖　目　錄 vii
壹、 緒論 1
一、 研究背景與動機 1
二、 研究目的 3
三、 研究假說 4
四、 研究架構 6
貳、 文獻探討 7
一、 可讀性 7
二、 財務知識 8
三、 財務信心 9
四、 財務滿意度 9
五、 風險態度及績效表現 10
參、 研究設計與方法 11
一、 研究設計 11
（一） 問卷調查法 11
（二） 研究變數定義說明 12
（三） 實證模型介紹 14
（四） 研究樣本與施測程序 14
（五） 前測資料分析 18
肆、 研究結果 24
一、 商品文宣可讀性與個人背景及職場經歷雙變量分析 24
二、 從業人員財務特性、個人背景及職場經歷雙變量分析 31
三、 從業人員個人背景、職場經歷與文宣可讀性、文宣閱讀感受度、及專 業背景之影響 39
四、 閱讀感受度、財務知識對使用商品文宣之影響 41
五、 使用商品文宣及閱讀感受度對績效表現之影響 41
六、 從業人員自身財務特性與績效表現之影響 41
七、 從業人員自身財務特性及個人背景、職場經歷與績效表現之影響 42
伍、 結論與建議 52
一、研究結果與發現 52
二、研究限制與建議 54
陸、 參考文獻 55
柒、 附錄一 60
捌、 附錄二 67
 

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