自1990年代開放銀行業的市場開始，各家銀行業經營者莫不卯足全力，爭取市場佔有率，加上隨著我國加入世界貿易組織，國內的金融市場將更加自由化與國際化，金融機構所面臨的競爭也更為激烈。銀行業已無法再保持早期傳統的營業型態，須更主動、積極擬定正確的策略，以增加競爭能力。面對現在的金融環境，銀行理財商品的推行以強化競爭能力是最近銀行業的熱門業務。涉入是一種心理的主觀意識，常運用在行銷策略的運用上，然以往國內涉入相關理論經常被運用在實質商品行銷策略的探討上，本研究將涉入的概念運用在無形的理財服務上，由涉入為出發點探討涉入與產品屬性的評估及購買意願之相關研究。
　　本研究以20歲以上的台南市市民為研究對象，採分層隨機抽樣法選出樣本，以郵寄方式寄出問卷，總共回收395份有效問卷。統計方法的運用，除了因素分析及敘述性統計之外，並探討基本資料對各研究構面的差異分析，並採線性結構關係模式LISREL探討影響涉入因素，涉入，產品屬性評估與購買意願的直接與間接影響關係。
　　研究結果顯示涉入可運用在理財服務購買意願的衡量上，並產生以下結果：（一）涉入程度對銀行金融理財服務的屬性評估有直接的正向影響效果，即表示消費者對產品的涉入程度愈高，會影響其對產品之屬性評估及重視程度。（二）涉入程度對銀行理財服務購買意願有直接正向影響效果，即表示消費者對產品的涉入程度愈高，影響其對購買銀行金融理財服務的意願。（三）產品屬性評估對購買意願並沒顯著的影響，可能因為其本研究對象為銀行金融理財服務係無形的商品有關。（四）影響涉入因素對銀行金融理財服務的涉入程度有直接正向影響效果，表示影響越強烈則涉入程度越高。而影響涉入因素對購買意願雖無直接影響，但可透過中介變數之涉入程度產生間接的正向影響效果。

　　Financial Services institutions have become more competitive since the open market policy in 1990. “Involvement” is an actual physiological mindset, usually used in the “push” sales strategy in getting the products out to the consumer. Domestic theory of the “involvement” is often used in the actual product sales strategy discussion. This study will use this theory as a starting point to discuss the relationship among involvement、product attribute and purchase intention.
　　This study is based on the survey targeting Tainan City citizen who is above 20 years old. Random surveys were sent out by mail to the targeted sample population. 395 completed surveys were received. Besides factor analysis and descriptive statistics, this study also to discuss the variance between basic different focus modules and basic data. LISREL module has been adapted to study the direct and indirect influences among involvement factors, involvement, product attributes and intention of purchase.
　　This study indicates that “involvements” can be applied to the measurement of “intention of purchasing financial services”, the results can be categorized as the following:（1）Degree of consumer involvement has direct impact toward the evaluation of financial services attributes from consumers.（2）Degree of consumer involvement on financial services/products has the positive and direct effect toward consumers’ intention of purchase.（3）Product attribute evaluation has not significant influence to the intention of purchase.（4）Influence involvement factors have positive direct impact toward banking financial services. Which indicates the higher influence will leads to stronger involvement. Even though involvement factors have no direct impact to intention of purchase, they might still contribute to positive influence via the interactions between other involvement variables.

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