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研究生:陳孫盼
研究生(外文):CHEN, SUN-PAN
論文名稱:始終如一或喜新厭舊? 投資的多樣化行為傾向之研究
論文名稱(外文):Consistency or Always Prefer the New? The Tendency of Variety-seeking Investment Behavior
指導教授:莊世杰莊世杰引用關係
指導教授(外文):Shih-Chieh Chuang
口試委員:鄭尹惠黃宗成
口試日期:2014-05-26
學位類別:碩士
校院名稱:國立中正大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:65
中文關鍵詞:多樣化行為多方案風險損失
外文關鍵詞:variety-seekingmulti-programsrisk of loss
相關次數:
  • 被引用被引用:0
  • 點閱點閱:434
  • 評分評分:
  • 下載下載:14
  • 收藏至我的研究室書目清單書目收藏:1
消費者行為研究中發現消費者為了降低無聊的感覺,會尋求消費新的方案,以保持消費的新鮮感。這個研究要探究的是,人們在投資股票上也會為了保持新鮮感而採用多樣化尋求的行為策略嗎?也就是人們會傾向始終如一的投資在少數的股票或傾向喜新厭舊的投資在多樣化的股票呢?這個研究建構4個實驗驗證這個命題。這個研究同時排除了方案順序、金額大小、多方案、風險損失等因素,結果證實人們是傾向喜新厭舊的投資行為。

Consumer behavior study found that in order to reduce the feeling of boredom, consumers will seek new programs to keep consumption freshly. This study aims to explore whether people will also use variety-seeking strategy to invest in stocks in order to maintain the freshness? On the other word, will people always prefer new things to old ones and tend to invest in new shares? Or, will people do tend to consistently invest in a few stocks? This study constructed four experiments to verify this proposition which ruled out the program orders, amount of size, multi-programs, risk of loss, and so on. The results confirmed that people tend to invest in diversified stocks to seek for diversity.
內容
誌謝 I
摘要 II
Abstract III
內容 IV
圖目錄 VI
表目錄 VII

第一章 緒論 1
第二章 文獻探討 4
一、多樣化搜尋行為之概念 4
二、多樣化搜尋行為之分類 6
三、過去多樣化尋求行為的研究 18
第三章 研究方法 20
實驗1 20
一、實驗設計及說明 20
二、實驗程序 23
三、實驗1結果 23
四、結論 24
實驗2 24
一、實驗2 實驗決策情境及設計 25
二、實驗程序 27
三、實驗2結果 27
四、結論 28
實驗3 28
一、實驗3實驗決策情境及設計 29
二、實驗程序 31
三、實驗3結果 31
四、結論 32
實驗4 33
一、實驗設計與操弄 35
二、實驗程序 38
三、實驗4結果: 38
四、結論 39
第四章 結論與討論 40
第五章 研究限制及未來研究方向 43
第六章 參考文獻 44
附錄 51
實驗1 (低風險優先) 51
實驗1(高風險優先) 52
實驗2 (300,000元 低風險優先) 53
實驗2 (300,000元 高風險優先) 54
實驗2 (3,000,000元 低風險優先) 55
實驗2 (3,000,000元 高風險優先) 56
實驗3 (300,000元 低獲利率優先) 57
實驗3 (300,000元 高獲利率優先) 58
實驗3 (3,000,000元 低獲利率優先) 59
實驗3 (3,000,000元 高獲利率優先) 60
實驗4控制組 61
實驗4妥協效果 62
實驗4吸引力效果 64

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