The purpose of this study is to investigate high school instructors’ purchase intention of financial instruments and their financial behavior by using the survey data. We find that high school instructors tend to have positive influence of purchase experience on the same kind of insurance products while they have negative effect of purchase experience on mutual funds. Moreover, both the reputation of financial enterprise and financial consultants’ recommendations show conformity in high school instructors’ buying decision of those financial instruments. Our finding concludes that financial behavior of high school instructors tends to have influences of purchase experience and conformity.
