Risk theory plays an important role in explaining service purchase behavior, as consumers' perceived risk increases substantially when making purchase decisions for services compared to general products. The purpose of this study is to measure individuals' risk attitudes in the financial product market, where the risk factor is significant, and to conduct market segmentation based on these measurements. Additionally, the study aims to identify differences in purchasing behavior among market segments with different risk attitudes. The major findings are as follows: (1) Consumers' risk attitudes are not consistent across return scenarios. Specifically, risk-averse tendencies are strong in gain and break-even situations, while risk-seeking tendencies are strong in loss situations. (2) Risk diversification behavior varies according to risk attitude: the stronger the risk-seeking tendency, the higher the proportion of investment in risky assets. (3) Among risk-averse customers, those who are "floating customers" whose risk attitudes change when a risk premium is offered exhibit greater risk-seeking tendencies and lower concentrated investment tendencies compared to "fixed customers" whose risk attitudes do not change. (4) Preferred information types vary according to risk attitude, with risk-seeking segments being more sensitive to information about expected return amounts. This paper extends the level of analysis from the individual level, as in previous studies that dealt with risk, to the market segment level, and presents strategic implications for how market segmentation based on risk attitudes can reallocate corporate resources and elicit effective customer responses.