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    Title: 投資決策行為初探─質化與量化研究
    Other Titles: An exploratory study on strategy of investment behavior: an qualitative and quantitative research
    Authors: 洪建寒;Hong, Chang-han
    Contributors: 淡江大學企業管理學系碩士班
    洪英正;Hung, Ying-cheng
    Keywords: 投資決策;人格特質;信任關係;從眾行為;投資績效;investment strategy;Personality;trust relationship;conformity behavior;investment performance
    Date: 2009
    Issue Date: 2010-01-11 03:56:52 (UTC+8)
    Publisher: 臺北縣:淡江大學企業管理學系
    Abstract: 在台灣股票市場上,散戶投資者的比例相當的高,近年來由於國際情勢變化與國內政治的異動,導致許多散戶投資人在股票市場上,因為這些因素的變化而被套牢,究其原因,是因為目前對股市中投資者之投資決策行為研究並不多。為了讓投資人能夠深入了解平常使用的股票投資術語在投資決策中之定位,因此,本研究針對這些投資術語建立投資決策矩陣,來探討此投資術語在大眾的心理中,是屬於何種的投資策略定位。同時經由問卷的發放及回收統計,將各種投資術語依照預期獲利大小及持有時間長短做定位,讓一般投資人對投資術語在投資決策行為上之定位更深層的意涵。
    此外,本研究欲探討投資人之人格特質、與理財專員的信任關係及從眾行為是否對投資決策行為有所影響,同時探討投資績效與投資決策之關係,故以下列統計方法進行分析,敘述性統計、信度及因素分析、羅吉斯迴歸、卡方檢定、單因子變異數。研究結果發現:
    一、 透過羅吉斯迴歸分析發現,不同的信任關係對投資決策具有顯著的影響。
    二、 經由卡方檢定分析發現「預期獲利高,持有時間短」之投資策略較「預期獲利低,持有時間長」對理財專員的信任關係來的高,而「預期獲利低,持有時間短」之投資策略較「預期獲利低,持有時間長」對理財專員的信任關係來的高。
    三、不同的投資決策之投資人在投資至今之投資報酬上具顯著的差異。
    四、 不同的人口統計變項之投資人在投資決策上具有顯著的差異。
    In recent years, individual investment became the major trend in Taiwan stock market, and because of the variation of international circumstance and domestic politics which caused the lockup of individual investment in stock market. In order to comprehend terminology of stock investment of investor, this study established investment decision matrix in view of terminology of stock investment and explored what kind of the investment strategy dose terminology of stock investment that belonged to general perceptions of populace.
    In the meanwhile, by questionnaire survey, according to the stock expect profit and hold time to posit many strategies of investment, in order to make the investors more understand these investment terminology.
    This study based on questionnaires which different investors’ personality; trust relationship; conformity behavior; investment performance and strategy of investment have different show. The statistic methods used in this study include descriptive statistics, reliability analysis, factor analysis, logistic regression, chi-squire test, one-way ANOVA. The result of this study is found:
    First, different trust relationship has significant influence on strategy of investment.
    Second, The trust relationship between financial specialist and investor, this study found the trust is higher by “high expect profit, long hold time” strategy of investment than “low expect profit, short hold time”. And the trust relationship is higher by “low expect profit, short hold time” strategy of investment than “low expect profit, long hold time”.
    Third, there is a significant difference on the long term (from beginning till now) investment profit with different strategies of investment.
    Fourth, there are significant differences on the related variables used in this study with different demographic variables of investors.
    Relation: 2009年(第六屆)提升競爭力與經營管理研討會論文集,頁381~404
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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