韓大遠劉仲矩2018-02-062018-02-062017全球管理與經濟, Dec 2017, 第13卷, 第2期, 頁59-78.1817-745Xhttp://hdl.handle.net/20.500.11861/4955Open access隨著行為財務學的興起,探討投資者人格特質,行為與其投資策略,風險偏好的重要性與日俱增.學者與金融業者皆致力於設計符合投資者需求的金融投資商品,許多相關研究因此陸續產生.人格特質是常見的一個研究變數,常可解釋個人行為或績效.本研究針對人格特質中的五大人格(big Five Personality),探討該特質與風險偏好之間的關聯性.本研究以香港地區居民為收集對象,有效樣本為538 份,並將根據上述研究結果提供學術界與實務界相關建議. <br> With the rise of Behavioral Finance, the importance of the study of investors' personality traits, behavior, investment strategies and risk preferences increases with time. Scholars and financial companies have put a lot of effort to design financial products that can meet investors' demand, and many related studies are continuously carried out as a result. Personality traits are one of those common study variables, and they can often explain personal behavior and performance. This study uses the big five Personality of personality traits to explore the relationship between that personality trait and risk preference. The targets of this study are Hong Kong residents and the number of valid questionnaires is 538 copies. It is expected that the research results can provide related suggestions and references to both the academia and the enterprises.zh人格特質五大人格特質金融商品風險偏好Personality TraitBig Five PersonalityFinancial ProductsRisk PreferencePeer Reviewed Journal Article10.6565/JGME.2017.12(2).4