中文摘要 臺灣的金融體系在過去數十年中遭逢重大變革，1990年代後政府逐步放鬆對於銀行業的管制，銀行開始推行眾多手續費業務，其中又以財富管理業務為銀行手續費收入的重要來源，為求成功拓展財富管理業務之市場，了解財富管理業務之特質與其獲利之決定因素為首要關鍵。 澳盛銀行以其廣泛的行銷服務通路與多元的金融商品，造就了亮眼的手續費收入表現，因此本文試以澳盛銀行之財富管理業務為分析標的，探討影響其理財專員業績表現的因素為何，本研究採用2009年10月至2010年5月之混合和橫斷面與時間序列的樣本資料，採F檢定、Hausman檢定判斷最適合的分析模型後，並以固定效果模型進行實證分析。 實證結果指出，不同理財專員間的績效確實受到個人特質的影響，若使用傳統複迴歸模型將使估計結果產生偏誤。Hausman檢定結果指出理財專員間的績效差異來自於個人特定因素的影響而非隨機產生。而固定效果模型指出理財專員之績效表現顯著受到理財專員之職位、理財專員所販售的金融商品和分行區位的不同所影響，而理財專員的年資對其表現無顯著影響。Abstract Government accelerates the footsteps of financial liberalism to release numerous finance restrictions in past ten years. Banks also tend to diversify the business types and release new financial products and service to meet clients’ financial demand. One of the most important contributions to banks’ revenues is the fee income from wealth management business. In order to expand the wealth management business, identifying the characteristics of wealth management business and determining the key factor of profit are the two of most important issues. The article employs the data from ANZ, Taiwan branch, as a benchmark to represent the bank industry due to its outstanding performance on wealth management business. The period of data is from Oct. 2009 to May 2010. This article forms the data into panel data. By F test, Hauseman test, and fixed effect model, the article constructs a model to indentify the key factor of RO’s performance. By empirical results, the difference between individual characteristics made significant impacts on RO’s performance. By Hausman test, this article identifies the effects between individuals are fixed effects. In the fixed effect model, the results point out the location of the bank, the position of RO, and the composition of financial products made significant impacts on RO’s performance. The seniority of RO made no influence on RO’s performance.
