本研究以代理理論與服務品質觀點為基礎，在基金投資之委託代理關係與購後服務品質評價背景下，探討基金投資行為，期能提供行銷策略之參考。本研究發現，代理問題與服務品質缺口確會影響基金投資行為(包括購買、持有及重購意願)；並且，基金投資人對不同代理問題的知覺也會影響其對投信公司服務品質的期望，以增加對代理關係的控制力。而投信公司若能揭露有形資訊及維持穩定可靠的績效記錄，以降低投資人對代理問題 (資訊不對稱、目標衝突) 的憂慮，則有助於促進基金購買或繼續持有。

Based on agency theory and service quality perspective, especially the agency relationship and post-service quality perception, this study explores the investment behaviors for mutual funds in order to develop marketing strategies. The results find that: (1) The funds investment behaviors (buying, owning, and rebuying) will be impacted by agency problems and service quality gap. (2) Investors structure their expectations for service quality in order to control the agency problems due to funds investment. (3) If investment trust companies propose tangible information and reliable performance records, investors' buying or owning intentions will rise.

基金投資; 代理問題; 服務品質

Mutual funds investment; Agency problems; Service quality