| 摘要: | 新冠肺炎疫情發生後，人們在工作、生活及投資行為上皆受到很大的影響。本研究想探討在新冠疫情發生後，人們對於工作與生活的態度開始轉變的同時，在投資決策上是否也會有所不同。2020 年台股在新冠疫情的衝擊下發生了劇烈的變化，投資人從一開始的擔憂將資金轉向購買投資型保單，到後來的散戶紛紛投入股市，顯示出投資人對於金融商品(股票、投資型保單)的知覺價值、風險容忍度及從眾傾向可能有所改變。因此，本研究主要在探討新冠疫情後投資人知覺值、風險容忍度及從眾傾向對投資金融商品之影響。因此，本研究採用SPSS 軟體作為資料分析工具，進行問卷回收，瞭解各變數的關係，來探討知覺價值、風險容忍度、從眾傾向對投資金融商品之關係與相互影響性。研究結果發現，在股票方面，知覺價值與從眾傾向皆對購買股票行為上具有正向影響；在投資型保單方面，知覺價值與從眾傾向皆對購買投資型保單上不完全具有正向影響；投資人風險容忍度對購買股票及投資型保單皆有顯著影響性。
After the COVID-19, people have been greatly affected in their work, life and investment behavior. This study wants to explore whether people's attitudes towards work and life begin to change after the outbreak of the COVID-19, and whether there will be differences in investment decisions. In 2020, Taiwan stocks have undergone drastic changes under the impact of the COVID-19. From the initial concerns of investors, they turned their funds to purchase investment insurance policies. Later, retail investors have invested in the stock market, showing that investors have a strong understanding of financial products (stocks, investment). The perceived value, risk tolerance, and herding tendency of type insurance policies may change. Therefore, this study mainly explores the impact of investors' perceived value, risk tolerance, and herding tendency to invest in financial products after the COVID-19. Therefore, this study uses SPSS software as a data analysis tool to collect questionnaires to understand the relationship of various variables to explore the relationship and mutual influence of perceived value, risk tolerance, and herding tendency on investment financial products. The results of the study found that, in terms of stocks, both perceived value and herding tendency have a positive effect on the purchase of stocks; in terms of investment insurance policies, both perceived value and herding tendency have not fully positive effects on the purchase of investment insurance policies; Investors’ risk tolerance has a significant impact on the purchase of stocks and investment insurance policies. |
