This study is going to investigate the investment tendency of the financial products depending on the money attitudes of Korean and Chinese consumers who are over the age of 20. For this, taking the people from China and Korea who are with or without ... This study is going to investigate the investment tendency of the financial products depending on the money attitudes of Korean and Chinese consumers who are over the age of 20. For this, taking the people from China and Korea who are with or without investment experience but interested in investment as subjects, 800 pieces of questionnaires was done with 400 pieces done separately for Korean and Chinese subjects. The collected data was used to conduct frequency analysis, t-test and On way-ANOVA, x²（chi-square) verification, correlation, Multiple Regression Analysis and logistic regression analysis. The following is the result of the study. First of all, it is showed that there is no difference between the cognitive and behavioral investment tendency of Korean and Chinese consumers. On the other hand, the difference of the consistency of the cognitive and behavioral investment tendency of Korean and Chinese consumers is not very serious, but there is some difference revealed to some extent. Secondly, when reviewing the investment tendency according to demographic variables, as for the Korean subjects, when stable financial products are preferred, the proportion of the male is twice more than that of the female. In terms of risk preference, male is higher than female. It turned out the same in the behavioral investment tendency of the consumers. In the cognitive investment tendency according to the number of children, there is significant difference, while no variables except gender showed significant difference in the behavioral investment tendency. On the other hand, as for Chinese, there is significant difference among three groups classified by residence, education level and average monthly income. As for the result of behavioral field, the investment tendency which depends on the residence has significant difference. Thirdly, when reviewing the investment tendency according to the financial features and financial planning and counseling, as for Koreans, only one variable, namely, the financial investment experience showed significant difference in not only the cognitive investment tendency but also the behavioral investment tendency. Fourthly, when reviewing the investment tendency according to the money attitude, as for the Koreans, money preparation and protection showed significant difference in not only the cognitive investment tendency but also the behavioral investment tendency. As the level of the money preparation and protection got higher, the cognitive investment tendency went stable and the level of behavioral investment tendency got higher. Meanwhile, as for Chinese, there is no money attitude variable that has this kind of identity. Fifthly, when reviewing the inference of the variables related to the consumer behavioral investment tendency, as for Koreans, when a female has no child, the amount of loan is medium and high, the preferential investment purpose is business funds, the higher the variables like the financial design education experience level, the money worship attitude and the identifying money with status are, behaviorallyoffense-oriented financial products would be more preferred. Meanwhile, the higher the tendency of money preparation and protection is, the stable financial products would be more preferred. As for Chinese, when the residence is city and country and the financial design education necessity got higher, actually stable financial products would be preferred. On the other hand, when the amount of saving is high and the tendency of debt redemption in terms of preferential investment goal got higher, offense-oriented financial products would be preferred. Finally, when reviewing the influence of the consistency of the cognitive investment tendency and the behavioral investment tendency of the consumers, as for Koreans, variables that influenced the behavioral investment tendency consistently were the financial design education experience level and the identifying money with status. As for Chinese, there were three variables that influenced the behavioral investment tendency consistently. they were the residence variables city, country and the debt redemption in terms of preferential investment goal. The following are the implications based upon the result of the study. First of all, it means that in the Korean financial product market, the financial product investment consultancy for the male consumers should be more carefully realized than that of the female. When advise the financial investment, the awareness about risk of the product and the investment responsibility should be enhanced and the sensibility about loss should be raised. In the China, differentiated education programs according to gender and region are very necessary. Secondly, it is revealed that it is necessary for China, when compared to Korea, to work hard so as to accurately figure out the investment tendency. Especially, it is showed that Chinese consumers cannot make a right decision, so the importance of investor protection emerged. On the other hand, each financial product company in China should advise related financial products by focusing on the understanding of the consumer investment purpose. From the investor-friendly perspective, sufficient pre-to-post explanation should be done. Consumers should by themselves judge correctly their own investment tendency and try to do appropriate investment decision. Thirdly, the money attitude of two countries’ consumers is used as a significant tool in consumers’ data collection stage during the financial design consultancy or the education process. In order to know better the investment tendency of the consumer, preliminary investigation related to money attitude is needed. Finally, desirable attitude about money will form and the consumer education which can help control their own desire is very important. It is expected that if this education can be done when they are in the lower grades, study effect w
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