온라인 채널을 이용하는 펀드투자자의 특성

The purpose of this study was to find characteristics of the mutual fund investors using online channel (i.e., online fund investors) by comparing with the mutual fund investors using offline channel (i.e. offline fund investors). The data for this research were drawn from 2012 Mutual Fund Investors Survey conducted by Korea Investors Protection Foundation. The main results are as follows. First, compared to the offline fund investors, online fund investors were more likely to hold stock fund and bond fund and less likely to hold hybrid fund. In addition, in terms of total amount, the online fund investors had less amount invested in their account than the offline fund investors. Second, compared to the offline fund investors, the online fund investors were less concerned about investment activities, because they recognized that investment in fund is less hard. Also, the online investors feel that the transaction cost for investment is reasonable or low, compared to the offline investors. Third, the online fund investors are more likely to start their investment by exposure to the advertisement, or media channel or by word of mouth, but are less likely to initiate their investment by recommendation from sales representative at the security company. Fourth, the online fund investors check investment results more often, but do not often check their investment portfolios or change fund managers. Fifth, online fund investors showed higher level of understanding on the subjective and objective knowledges on investment and understand better what they hold in their fund investment account.