隨著開放民營銀行的設立，以及外商銀行來台設立分行的增加，將導致銀行業務競爭更趨激烈，而銀行業者為了強化自身的競爭能力，增加銀行的收入，便不斷推出新的金融商品，以及採取更主動的行銷策略，以增加消費者購買金融商品的意願。因此如果能了解影響購買意願的決策過程，便能進ㄧ步擬定適當的行銷組合及經營行為。
本研究目的在於探討銀行理財服務之消費者的涉入、產品屬性評估、服務品質三者與購買意願之間的關聯性，以20歲以上的台南市市民為研究對象，總共回收362份有效問卷，在此利用線性結構關係模式來驗證本研究的架構，並且比較高低涉入消費者間之差異性，其研究結果如下：
（1）不同人口統計變數的消費者並不會影響涉入程度，而高低涉入程度的消費者只在於影響涉入因素中的產品因素和個人因素、產品屬性評估以及購買意願上有顯著的差異。
（2）影響涉入因素對銀行理財服務的涉入程度有正向顯著的影響效果，而且以情境因素的影響最大。
（3）涉入程度對於銀行理財服務的產品屬性評估有正向的影響效果，但是對於銀行服務品質的衡量卻沒有直接的影響效果。
（4）涉入程度及服務品質對購買意願有正向的顯著影響，其中又以涉入程度對購買意願的影響為大，而產品屬性評估對購買意願卻沒有顯著的影響。

Because the government opens the establishment of the private bank and the restriction of the foreign bank setting up the branch in Taiwan, it causes the banking to be fiercer in competition. In order to increase the incomes of the bank, the banker is putting on the new financial goods constantly and adopts more initiative marketing tactics.
The purpose of this study is to discuss the relationship among involvement, product attribute, service quality, and purchase intention. The research objects are citizens in Tainan City who are above 20 years old and retrieve 362 effective questionnaires. Using LISREL verifies the structure of this research and compares the difference between the consumers of high and low involvement. The conclusions are as follows:
（1）The different demographic parameters will have no influence on the degree of involvement, and there are significant differences in object factors, personal factors, product attributes and purchase intention.
（2）Influential involvement factors have positive direct impact toward banking financial services.
（3）The degree of consumers’ involvement has direct impact toward the evaluation of financial services attributes from consumers.
（4）The degree of involvement and service quality has the positive and direct effect toward consumers’ intention of purchase.

ㄧ、中文參考文獻
1.丁鏗升 & 賴士葆（2005），「創新產品設計、決策過程與產品屬性對購買意願之研究」，管理與資訊學報，第10期，1-19頁。
2.吳統雄（1990），「電話調查：理論與方法」，第二版，聯經出版社。
3.林素吟（2005）「服務品質、滿意度與購買意圖關係之研究：層次干擾迴歸分析之應用」，管理評論，第24卷第2期，1-17頁。
4.林靈宏（1994），「消費者行為」，五南圖書股份有限公司。
5.金融研訓院理財規劃實務編撰委員會（2005），「理財規劃實務」，金融研訓院，臺北。
6.翁崇雄 & 田文良（2003），「在網際網路上使用者涉入對線上服務服務品質評量的影響 - 以搜尋引擎之線上服務為例」，台大管理論叢，第13卷第2期，29-57頁。
7.許士軍(1987），管理學，東華書局。
8.黃俊英 & 賴文彬（1990），「涉入的理論發展與實務應用」，管理科學學報，第7卷第1期，15-29頁。
9.廖志逢（2004），「銀行保險消費者購買動機，認知，涉入與意願之研究」，朝陽科技大學企業管理系碩士論文。
10.陳順宇(2004)，多變量分析，第三版，華泰出版社。
11.蕭銘雄 & 許長舜（2001），「國內無線應用協定（WAP）通訊之潛在需求行為分析」，資訊管理展望，第3卷第2期。

二、英文參考文獻
1.Aldlaigan, A. H. & Buttle, F. A.（2001）, “Consumer Involvement in Financial Services: An Empirical Test of Two Measures,” The International Journal of Bank Marketing, Vol. 19, No. 6, pp. 232-245.
2.Anderson, J. C. & Gerbing, D. W.（1988）, “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Apporach,” Psychological Bulletin, Vol. 103, No. 3, pp. 411-423.
3.Andrews, J. C., Durvasula, S. & Akhter, S. H.（1990）, “A Framework for Conceptualizing and Measuring The Involvement Construct in Advertising Research,” Journal of Advertising, Vol. 19, No. 4, pp. 27-40.
4.Bagozzi, R. P. & Yi, Y.（1988）, “On The Evaluation of Structural Equation Models,” Academy of Marketing Science, Vol. 16, No. 1, pp. 76-94.
5.Blackwell, D. R., Miniard, P. W. & Engel, J. F.（2001）, Consumer Behavior, 9th ed., Harcourt, Inc.
6.Bloch, P. H.（1982）, “Involvement Beyond The Purchase Process: Conceptual Issues and Empirical Investigation,” Advances in Consumer Research, Vol. 9, pp. 413-417.
7.Cochran, W. G.（1977）, Sampling Techniques, New York, John Wiley & Sons Inc.
8.Colletti, D. L.（1987）, “Retail Banking Success: A Question of Quality,” Bank Administration, Vol. 63, No. 4, pp. 42-45.
9.Cronin, J. J. & Taylor, S. A.（1992）, “Measuring Service Quality：A Reexamination and Extension,” Journal of Marketing, Vol. 56, No. 3, pp. 55-68.
10.Dodds, W. B., Monroe, K. B. & Grewal, D.（1991）, “Effects of Price, Brand, and Store Information on Buyers Product Evaluations,” Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319.
11.Engel, J. F., Blackwell, R. D. & Miniard, P. W.（1995）, Consumer Behavior, 8th ed., New York: Dryden Press.
12.Etzel, M. J., Bruce, J. W. & William, J. S.（2001）, Marketing Management, 12th ed., McGraw. Hill, Irwin.
13.Farsad, B. & Elshennawy, A. K.（1989）, “Defining Service Quality is Difficult for Service and Manufacturing Firms,” Industrial Engineering, Vol. 21, No. 3, pp. 17-19.
14.Fishbein, M. & Ajzen, I.（1975）, Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Reaseach, M.A.: Addison-Wesley.
15.Fornell, C. & Larcker, D. F.（1981）, “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, Vol. 18, No. 3, pp. 39-50.
16.Foxall, G. R. & Pallister, J. G.（1998）, “Measuring Purchase Decision Involvement for Financial Services: Comparison of The Zaichkowsky and Mittal Scales,” International Journal of Bank Marketing, Vol. 16, No. 5, pp. 180-194.
17.Grewal, D., Monroe, K. B. & Krishnan, R.（1998）, “The Effects of Price Comparison Advertising on Buyer’s Perceptions of Acquisition Value, Transaction Value, and Begavioral Intentions,” Journal of Marketing, Vol. 62, No. 2, pp. 46-59.
18.Hair, J. F., Anderson, R. E., Tatham, R. L. & Black, W. C.（1998）, Multivariate Data Analysis, 5th ed., NJ: Prentice-Hall.
19.Hanna, N. & Wozniak, R.（2001）, Consumer Behavior: An Applied Approach, Prentice-Hall, Inc.
20.Holak, S. L.（1988）, “Determinants of Innovative Durables Adoption An Empirical Study with Implications for Early Product Screening,” Journal of Product Innovation Management, Vol. 5, pp. 55-69.
21.Kaiser, H. F.（1974）, “An Index of Factorial Simplicity,” Psychometrika, Vol. 39, No.1, pp. 31-36.
22.Kotler, P.（1997）, Marketing Management: Analysis, Planning Implementation and Control, 9th ed, NJ: Prentice-Hall.
23.Kotler, P.（2003）, Marketing Management, 11th ed., New Jersey: Prentice Hall.
24.Krugman, H. E.（1965）, “The Impact of Television Advertising: Learning without Involvement,” Public Opinion Quarterly, Vol. 29, No. 3, pp. 349-356.
25.Lamb, C. W., Hair, J. F. & McDaniel, C.（1998）, Marketing, 4th ed., Cincinnati, Ohio: South-Western College Publishing.
26.Laurent, G. & Kapferer, J.（1985）, “Measuring Consumer Involvement Profiles,” Journal of Marketing Research, Vol. 22, No. 1, pp. 41-53.
27.Lee, M. & Mittal, B.（1989）, “A Casual Model of Consumer Involvement,” Journal of Economic Psychology, Vol. 10, pp. 363-389.
28.Lefkoff-Hagius, R. & Mason, C. H.（1993）, “Characteristic, Beneficial, and Image Attributes in Consumer Judgments of Similarity and Preference,” Journal of Consumer Research, Vol.20, pp.100-110.
29.Mantel, S. P. & Kardes, F. R.（1999）, “The Role of Direction of Comparison, Attribute-based Processing, and Attitude-based Processing in Consumer Preference,” Journal of Consumer Research, Vol.25, No.4, pp.335-352.
30.Martin, C. L.（1998）, “Relationship Marketing: A High-Involvement Product Attribute Approach,” Journal of Product and Brand Management, Vol.7, No.1, pp. 6-26.
31.Mason, K. & Bequette, J.（1998）, “Product Experience and Consumer Product Attribute Inference Accuracy,” Journal of Consumer Marketing, Vol.15, No.4, pp.343-357.
32.Morwitz,V. G. & Schmittlein, D.（1992）, “Using Segmentation to Improve Sales Forests Based on Purchase Intent: Which Intenders Actually Buy,” Journal of Marketing Research, Vol.29, No.4, pp.391-405.
33.Parasuraman, A., Zeithaml, V. A. & Berry, L. L.（1985）, “A Conceptual Model of Service Quality and Its Implication for Future Research,” Journal of Marketing, Vol. 49, No. 4, pp. 41-50.
34.Parasuraman, A., Zeithaml, V. A. & Berry, L. L.（1988）, “SERVQUAL: A Multipleitem Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, Vol. 64, No. 1, pp. 12-40.
35.Parasuraman, A., Zeithaml, V. A. & Berry, L. L.（1991）, “Refinement and Reassessment of The SERVQUAL Scale,” Journal of Retailing, Vol. 67, No. 4, pp. 420-450.
36.Park, C. W, Jaworski, B. J. & Maclnnis, D. J.（1986）, “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol. 50, No. 4, pp. 135-145.
37.Richardson, P. S., Dick, A. S. & Jain, A. K.（1994）, “Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality,” Journal of Marketing, Vol. 58, No. 4, pp. 28-36.
38.Rothschild, M. L.（1984）, “Perspectives on Involvement: Current Problems and Future Directions,” Advances in Consumer Research, Vol. 11, pp. 216-217.
39.Schiffman, L. G. & Kanuk, L. L.（2000）, Consumer Behavior, 7th ed., Prentice Hall International, Inc.
40.Sherif, M. & Cantril, H.（1947）, The Psychology of Ego-involvement, New York: John Wiley and Sons, Inc.
41.Slama, M. E. & Tashchian, A.（1985）, “Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement,” Journal of Marketing, Vol. 49, pp. 72-82.
42.Swinyard, W. R.（1993）, “The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions,” Journal of Consumer Research, Vol. 20, No. 2, pp. 271-280.
43.Taylor, S. A.（1997）, “Assessing Regression-Based Importance Weights for Quality Perceptions and Satisfaction Judgments in The Presence of Higher Order and/or Interactions Effects,” Journal of Retailing, Vol. 73, No. 1, pp. 135-159.
44.Traylor, M. B.（1981）, “Product Involvement and Brand Commitment,” Journal of Advertising Research, Vol. 21, pp. 51-56.
45.Wright, P. L.（1973）, “The Cognitive Processes Mediating Acceptance of Advertising,” Journal of Marketing Research, Vol. 10, pp. 53-62.
46.Wu, Shwu-Ing（2001）, “An Experimental Study on The Relationship between Consumer Involvement and Advertising Effectiveness,” Asia Pacific Journal of Marketing and Logistics, Vol. 13, No. 1, pp. 43-56.
47.Zaichkowsky, J. L.（1985）, “Measuring The Involvement Construct,” Journal of Consumer Research, Vol. 12, No. 3, pp. 341-352.
48.Zaichkowsky, J. L.（1986）, “Conceptualizing Involvement,” Journal of Advertising, Vol. 15, pp. 4-14.
49.Zaichkowsky, J. L.（1994）, “Research Notes: The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising,” Journal of Advertising, Vol.23, No. 4, pp. 59-70.
50.Zeithaml, V. A.（1988）, “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52, pp. 2-22.