중고령 소비자의 펀드투자 채널선택과 투자만족도에 영향을 미치는 요인

Aged consumers may face difficulties in preparing for retirement or in post-retirement financial product selection due to a lack of investment knowledge and understanding of new technologies. Therefore, there is a need to focus on the financial capabilities and satisfaction of these consumers. In this study, we aimed to analyze the factors influencing the fund investment channel selection and satisfaction among aged consumers. This study used the original data of the 2022 Fund Investor Survey to analyze fund investment behavior. The results showed that among aged consumers, the influence of subjective literacy variables is relatively higher compared to the impact of objective literacy variables. In the case of the face-to-face channel groups, educational services provided by the financial institution for determining the timing of purchasing a fund and offering alert services to support regular monitoring post-purchasing are likely to be effective in enhancing investment satisfaction. On the other hand, for the mobile and website user group, it is anticipated that providing services such as offering the means for calculating returns or enabling the capability to independently decide selling timing will be effective in enhancing investment satisfaction.