為積極拓展信託業務，尋求更有效的方法來提高「信託程度」，本研究以馮立誠(2005)「信任整合模型」為架構，探討信任傾向對信託程度影響，將「風險偏好」因素納入信任模式，探討個人「信任傾向」與「風險偏好」對信託程度因果模式，以銀行、理財專業人員及產品信任為中介變數。研究範圍包含本國及外商銀行，研究對象是與該銀行有證券投資信託業務往來經驗的投資者，採用便利抽樣，研究的有效樣本為374份。透過LISREL線性結構關係模式進行模式評估，並探討各潛在變數的因果關係。投資者的信任傾向與風險偏好會正向影響投資者對理財專員及產品的信任，進而影響信託程度。投資者對銀行的信任會經由對理財專員及產品的信任，間接影響信託程度。

The research based on Integrative Trust Model of Li-Cheng Fung(2005) involves the factor of risk preference in order to maximize the degree of trust and increase the revenue of bank. It treats about the SEM of investor’s trust propensity and risk preference between degree of trust with the trust of bank, financial consultant and mutual fund as intermediate variables. The samples of questionnaire are the investors who had some experience of mutual fund in local or external banks.The research takes convenient sampling and recovers 374 valid samples. It adopts LISREL as the statistical method to verify the path coefficient and the structure between latent variables.The investor’s trust propensity and risk preference have a positive effect on the trust of financial consultant and mutual fund, and both of the trust influence the degree of trust positively. The investor’s trust of bank through the trust of financial consultant and mutual fund influences the degree of trust indirectly.

一、中文文獻
呂清標（1978），「臺灣股票市場個人投資行為之研究」，國立政治大學企業管理研究所碩士論文。
吳秉恩（1993），組織行為學，台北：華泰書局。
吳秉恩（1999），分享式人力資源管理，翰蘆圖書出版有限公司。
宋明哲（2001），現代風險管理，五版，台北：五南圖書出版股份有限公司。
杜梅明（2005），「風險偏好、組織氣候、激勵因素與組織承諾之相關性研究」，國立中山大學人力資源管理研究所碩士論文。
林學晴（2001），「我國信託法律關係下受託人與信託財產之關係」，國立中正大學法律學研究所碩士論文。
林義畔（2003），「財富管理時代銀行信託業務行銷策略之研究─以共同基金為例」，國立政治大學經營管理碩士學程金融組碩士論文。
陳厚侗（1988），證券投資及其市場，三民書局，增訂二版。
陳建州（2002），「顧客滿意、信任與承諾影響因素之探討－以銀行個人理財部門為例」，銘傳大學管理科學研究所碩士論文。
許士軍（1972），有關黎史二氏「組織氣候」尺度在我國企業機構之適用性之探討，國立政治大學學報，第二十六期，103-138。
黃洲煌（2000），「個人人格特質、激勵認知、工作態度與組織公民行為之關連性研究」，國立台灣科技大學管理研究所碩士論文。
黃麗莉，李茂興合譯，Robbins （1991），組織行為：管理心理學理論與實務，揚智公司。
許雅棣（2001），「主管領導型態、員工人格特質、組織激勵制度與員工工作績效之相關性--以保險業務員為例」，國立東華大學管理研究所企業管理學程碩士論文。
連兆祥（2003），「公開推薦資訊與投資者人格特質對其操作策略和投資績效影響之研究」，國立成功大學法律學研究所碩士論文。
張美滿（2003），「領導與追隨之命題研究」，朝陽大學企業管理系碩士班碩士論文。
張稚卿（2005），「台灣信託制度對信託市場發展之影響」，世新大學管理學院財務金融學系碩士論文。
曾靖雅（2004），「論信託業就信託財產所為投資的研究」，國立中正大學法律學研究所碩士論文。
馮立誠（2005），「信任的定義與理論定位之命題研究」，朝陽大學企業管理系碩士班碩士論文。
鄭惠珍（2001），「以信任機制觀點論顧客價值和忠誠度影響因素─以人壽保險業為例」，東海大學企業管理學研究所碩士論文。
二、英文文獻
Bendapudi, N. and Berry, L. L. (1997),“Customers’ Motivations for Maintaining Relationships with Service Providers,” Journal of Retailing, 73(1), pp.15-37.
Deutsch, M. (1958),“Trust and Suspicion,” Conflict Resolution, 11(4), pp.265-279.
Deutsch, M. (1960), “The Effect of Motivational Orientation upon Trust and Suspicion,” Human Relations, 13, pp.123-139.
Deutsch, M. (1973), The Resolution of Conflict: Constructive and Destructive Processes, New Haven: Yale University Press.
Doney, P. M. and Cannon, J. P. (1997), “An Examination of the Nature of Trust in Buyer-seller Relationships,” Journal of Marketing, 61, pp.35-51.
Dwyer, F.,Schurr, P. and Oh, S. (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, 51(11).
Ellen and Johnson（1999）, Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, MA: Addison-Wesley.
Farley (2000),“Corporate Culture , Customer Orientation ,and Innovativeness in Japanese Firms : A Quadrad Analysis,” Journal of Marketing, 57, pp.23-37.
Gefen, D.and Straub, D. (2000), “The Relative Importance of Perceived Ease of Use in IS Adoption: a Study of E-commerce Adoption,” Journal of the Association for Information Systems, 1(8), pp.1-28.
Giffin, K.(1967), “The Contribution of Studies of Source Credibility to a Theory of Interpersonal Trust in the Communication Department,” Psychologica Bulletin, 68, pp.104-120.
Grol, R., Whitfield, M., Maeseneer, J. De. and Mokkink, H. (1990), “Attitudes to Risk Taking in Medical Decision Making among British, Dutch and Belgian General Practitioners, ” Gen Pract, Br. J., 40(333), pp.134–136.
Hair Jr., J. F., Anderson, R. E., Tatham, R. L.and Black, W. C. (2001),Multivariate Data Analysis, 6 th ed., New Jersey: Prentice-Hall, 11, pp.770-813.
Hofstede, G. (1980), Culture’s Consequences：International Differences in Work-related Values, Beverly Hill, CA：Sage.
Hosmer, L. T. (1995), “Trust: The Connecting Link between Organizational Theory and Philosophical Ethics,” Academy of Management Review, 20(2), pp.379-403.
Jackson, D. (1976), Jackson Personality Inventory Manual, Research Psychologists Press, Goshen, NY.
Kini, A. and Choobineh, J. (1998), “Trust in Electronic Commerce: Definition and Theoretical Considerations,” Proceedings of the 31st Hawaii International Conference on System Sciences, 4, IEEE, Hawaii, pp.51-61.
Kogan, N. and Wallach, M. A. (1967), Risk Taking as A Function of The Situation, The Person, and The Group, New Directions in Psychology, 3, Rinehart and Winston, New York.
Lee, M., and Turban, E. (2001), “A Trust Model for Customer Internet Shopping,” Internet Journal of Electronic Commerce, 6(1), pp.75-91.
Litwin, G.H., and Stringer, R.A. (1968), Motivation and Organizational Climate,Boston: Harvard University.
Lupton,T. (1999), Organizational Behavior and Performance, London: The Macmillan Press.
MacCrimmon, K. R. and Wehrung, D. A. (1990), “Characteristics of Risk Taking Executives,” Management Science, 364, pp.423-435.
Maital, S., Filer, R., and Simon, J. (1986), “What Do People Bring to The Stock Market(beside Money?) The Economic Psychology of Stock Market Behavior,” Behavioral Economics Behavioral Macroeconomics, pp.273-307.
Mayer, R. C., Davis, J. H. and Schoorman, F. D.(1995), “An Integrative Model of Organizational Trust, ” Academy of Management Review, 20(3), pp.709-734.
Marital, S., Filer, R. and Simon, J. (1986), Hand Book of Behavioral Economics－Behavior Macroeconomics, Greenwich: Connecticut JAI Press Inc.
McKnight, D.H., Cummings, L.L., and Chervany, N.L. (1998), “Initial Trust Formation in New Organizational Relationships,” Academy of Management Review, 23(3), pp.472-490.
McKnight, D.H., Choudhury, V., and Kacmar, C. (2002), “Developing and Validating Trust Measures for E-commerce: An Integrative Typology,” Information Systems Research, 13 (3), pp.334-359.
Michell, P., Reast, J. and J.Lynch (1998), “Exploring The Foundations of Trust,” Journal of Marketing Management, 14, pp.159-172.
Moorman, C., Zaltman, G., and Deshpande, R.(1992), “Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations,” Journal of Marketing Research, 19, pp.314-328.
Moorman, C., R. Deshpande, and G. Zaltman (1993), “Factors Affectionship Trust in Market Research Relationships,” Journal of Marketing, 57(1), pp.81-101.
Morgan, R. M., and S. D. Hunt (1994), “The Commitment-trust Theory of Relationship Marketing,” Journal of Marketing, 58(7), pp.20-38.
Nicholson, Soane, Fenton-O’Creevy, and William （2004）, “Traders, Managers and Loss Aversion in Investment Banking: a field study,”
pp. 85-98.
Parkhe,(1998), “Patterns in the Expansion of U.S. Bank''s Foreign Operations,” Journal of International Busine Studies,29(2),pp.359-390.
Pratt, J.W.(1964),“Risk Aversion in The Small and in The Large,”Econometrica, 32, pp.122-136.
Pervin, L. A.(1993), Personality: Theory and Research, 6th ed., New York: John Wily and Sons.
Robbins, S. P.（1992）, Essential of organizational behavior, Upper Saddle, New Jersey：Prentice-Hall International.
Robbins, S. P. (1983), Organization Behavior：Concepts, Controversies, and Applications, New Jersey: Prentice-Hall.
Robbins, S. P. (1998), Organization Behavior, 8 th ed., New Jersey: Prentice-Hall.
Robbins, S. P. (2001), Organization Behavior, 9 th ed., New Jersey: Prentice-Hall.
Schlenker, B. R., B. Helm, and J. T. Tedeschi(1973), “The Effects of Personality and Situational Variables on Behavioral Trust,” Journal of Personality and Social Psychology, 25(3), pp.419-427.
Stewart, K.J. (2001), “Trust Transfer on The World Wide Web,” Organization Science, 14(1), pp.5-17.
Taylor, K. M., and Dunnette, J. (1990), “An Examination of The Relationships among Career Self-efficacy Decision-making, Career Salience, Locus of Control, and Vocational Indecision, ” Journal of Vocational Behavior, 32, pp.17-31.
Tschannen-Moran, M., Hoy, W. A., and Hoy, W. K. (1998), “Teacher Efficacy: Its Meaning and Measure,” Review of Educational Research, 68, pp.202-240.
Zand, E.D. (1972), “Trust and Managerial Problem Solving,” Administrative Science Quarterly, 17, pp.229-239.
Zuckerman, M. ( 1984 ),“ Experience and Desire: A Format for Sensation Seeking Scales, ”Journal of Behavior Assessment, 6(2), pp.101-114.
Zuckerman, M., Kuhlman, DM., Joireman, J. and Teta, P. (1993), “A Comparison of Three Structural Models for Personality; the Big Three, the Big Five, and the Alternative Five,” Journal of Personality and Social Psychology, 65, pp.757-768.