音樂與色彩是我們生活中不可或缺的元素，能牽動我們的情緒，進而影響我們的行為。本研究主要希望從投資者心理層面之音樂偏好、顏色偏好、人格特質為出發點，來探討分析這些變數對投資人投資決策模式之影響與關聯程度。 從實證研究之結果，本研究可歸納以下的結論： ㄧ、在實際投資行為變數上 在共同基金購買偏好之種類上，音樂偏好不同的投資人在基金種類的偏好上有顯著的差異；積極成長型基金的偏好程度上，以經典藍調的音樂群組為最高；成長型基金的偏好程度上，以古典音樂群組為最高；而在收益型基金的偏好程度上，則以流行音樂族群為最高。不同色彩偏好的投資人在基金種類偏好上，除了平衡型基金外，並無顯著差異。平衡型基金最受討厭暖色系的群組所喜愛。而內、外控傾向的投資人並沒有顯著的差異，但財務冒險傾向與基金種類偏好有顯著的相關。財務冒險傾向較高的投資人，較偏好積極成長型基金；而財務冒險傾向較低的投資人則較偏好平衡型基金。 二、在購買動機變數上 在投資人分群之購買動機的分析上，音樂偏好、色彩偏好對其基金購買動機並無顯著的影響。而內、外控傾向的投資人在購買動機上則具有顯著的差異；財務冒險程度不同的投資人，其基金購買動機亦有顯著的差異。 三、在資訊尋求變數上 在投資人分群之資訊尋求的分析上，不同音樂偏好、色彩偏好與內、外控傾向之投資人其資訊尋求上並無顯著差異。而財務冒險程度不同的投資人，在基金的資訊尋求上則具有顯著的差異。 四、在選擇共同基金屬性上 不同音樂偏好的投資人在重視財務面、操作面之基金屬性上具有顯著差異。不同色彩偏好的投資人在重視市場面、操作面之基金屬性上具有顯著差異。內、外控傾向的投資人在重視財務面之基金屬性上具有顯著差異。在投資人的財務冒險程度與基金屬性重視程度之相關分析上，只有在市場面基金屬性的重視程度與財務冒險傾向成顯著的負相關；即財務冒險傾向較高的投資人，重視市場面之基金屬性的程度則較低。 在人格特質與音樂偏好、色彩偏好的分析上，本研究發現不同人格特質（內、外控傾向與財務冒險傾向）在音樂偏好與色彩偏好上並無顯著差異存在。本研究推論可能因素為人格特質變數之選擇以研究投資行為較相關的內、外控傾向與財務冒險傾向為研究變數，但若以其他人格特質的分類，如五大人格特質為研究變數，應有不同的發現。 ;Music & Color are essential elements in our life, and they could trigger our emotions and affect our behavior further. This research, based on EKB decision process model as a conceptual framework, mainly discusses the relations and influences of music preference, color preference and personality traits to investing decision process from investor’s psychology side. From the investigation result of this research, we have the following findings: 1.On the type preference of mutual funds, there are significant differences among investors with different music preference: those who prefer the Aggressive Growth Funds are mostly from the cluster of Classic Blue music; those who prefer the Growth Funds are mostly from the cluster of Classic music; those who prefer the Income Funds are mostly from the cluster of Pop music. Among investors with different color preference, there are not significant differences in preferred types of mutual funds, except in Balanced Fund. There aren’t differences in preference of mutual fund among investors with either internal control or external control. There are significant relations between preferred types of mutual funds and investor’s risk taking tendency: those investors who are risk-taking tended prefer Aggressive Growth Funds; and oppositely, those investors who are not risk-taking tended prefer Balanced Funds. 2.The investing motives of investors among different clusters of music preference and color preference do not have significant differences. But the investing motives do have differences in different personality traits. 3.With regard to the ways of information searching, investors among different clusters of music preference, color preference and locus of control do not have significant differences. But those investors with different risk-taking tendency do have significant difference in the ways of information searching. 4.Investors among different clusters of music preference regard differently on the financial and operational properties of mutual funds. Investors among different clusters of color preference regard differently on the marketing and operational properties of mutual funds. Investors with different locus of control regard differently only on financial properties of mutual funds. There is a significant negative relation between regard level on marketing properties of mutual funds and risk-taking tendency of investors. 5.On the analysis of personality traits vs. color preference and music preference, there are not significant differences in this research. It is probably because the selected variables for personality traits are locus of control and risk-taking tendency. There should be a different result if the variable for personality trait is measured by NEO Five Factor Inventory (NEO-FFI).
