近年來理財相關訊息受到一般大眾之注意，理財人員之特質與績效表現，對於金融機構與顧客有重要的意涵，而在購買理財商品之過程中，顧客知覺風險會影響顧客購買決策。理財人員個人之相關因素中，理財人員之可信度，可能會影響顧客之知覺風險。因此，本研究旨在建立理財人員可信度與顧客知覺風險關係之完整模式。研究結果發現，理財人員可信度程度愈高，會提高顧客被服務時之滿意度，進而降低顧客知覺風險。最後，針對理財人員之管理實務策略加以討論。
The perceived risk of purchasing financial products is always caught by consumers. In the purchasing process, products are recommended by financial advisors and the customer perceived risk will affect customer purchasing decisions. Within related personal characteristics, the credibility of the financial advisor will influence customer satisfaction and go on to affect the customer perceived risk. Therefore, the research is aimed at establishing a relationship model on the credibility of financial advisor, the customer satisfaction and customer perceived risk.
