Internet is now one of the most popular channels for investors to acquire investment related information. However, investors with different investment experience in mutual fund may have different perceived quality, perceived risk, and perceived value about Internet information. Therefore, this paper investigates the relationships between Internet information richness, perceived quality, perceived risk, perceived value, and purchase intention for investors with different investment experience. Using random sampling, we administered the questionnaires to investors living in Taiwan from March 1, 2013 to June 1, 2013. The research findings show that Internet information has a larger direct effect on perceived value and a larger indirect effect on purchase intention than perceived quality in Group 1 (investors with investment experience in mutual funds before), whereas perceived quality has a larger direct effect on perceived value and a larger indirect effect on purchase intention than Internet information in Group 2 (investors without investment experience in mutual fund before).
關聯:
lobal Journal of Business Research, v. 9 (2) p. 87-93
