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| Title: | 社群媒體對ETF投資決策的影響: 以臺灣投資人為例
The Impact of Social Media on ETF Investment Decisions – A Case Study of Investors in Taiwan |
| Authors: | 范永麗
Fan, Yung-Li |
| Contributors: | 陳嬿如
Chen, Yenn-Ru
范永麗
Fan, Yung-Li |
| Keywords: | 二級傳播理論
意見領袖
社群媒體
財經網紅
ETF投資決策
Two-Step Flow Theory
Opinion Leader
Social Media
Financial Influencer
ETF Investment Decision |
| Date: | 2024 |
| Issue Date: | 2024-02-01 11:11:44 (UTC+8) |
| Abstract: | 本研究探討了社群媒體平台和社群上的意見領袖對台灣ETF投資人的影響。研究以問券方式收集數據，包括投資人對社群使用習慣、對社群的信任度、對社群及財經網紅的關注度，以及ETF投資決策受社群影響的程度。研究結果顯示，Facebook、YouTube和LINE等社群媒體已成為ETF投資人獲取資訊和互動的主要渠道，成為投資人的資訊搜集與溝通的平台。研究發現，投資者根據財經網紅的推薦進行ETF買賣的行為與媒體影響程度之間存在正相關。此外，財經網紅在社群媒體上的觀點和建議對投資人的ETF投資決策有顯著影響，經常關注財經網紅的投資者更可能依據這些網紅的意見進行投資決策。這些發現突顯了財經網紅在台灣ETF投資者中作為意見領袖的作用，及其在金融投資訊息傳播中的重要性。
This study explored the influence of social media platforms and opinion leaders on Taiwanese ETF investors. Data was collected through questionnaires on investors' social media usage habits, trust in social media, attention to social media and financial influencers, and the extent ETF investment decisions were affected by social media. The results showed Facebook, YouTube, and LINE have become the main channels for ETF investors to obtain information and interact, serving as platforms for gathering information and communicating. The study found a positive correlation between investors trading ETFs based on financial influencers' recommendations and the degree of media influence. Additionally, the views and suggestions of financial influencers on social media had a significant impact on investors' ETF decisions. Investors who frequently followed financial influencers were more likely to make investment decisions based on these influencers' opinions. These findings highlight the role of financial influencers as opinion leaders among Taiwanese ETF investors and their importance in disseminating financial investment information. |
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三、網路資料
許雅棉,掌握ETF投資兩趨勢 懶人繼續穩穩賺./ 遠見雜誌
https://www.gvm.com.tw/article/74920 (取用日期112年12月10日)
高瑜君ETF 突破825萬人 三大族群投資攻略來了/ 經濟日報
https://user239217.pse.is/5gl9g4 (取用日期112年12月10日)
高瑜君， ETF 20周年／每兩個台灣人就有一人持有 看ETF的質變與量變/經濟日報
https://money.udn.com/money/story/123587/7277404(取用日期112年12月10日)
KOL Rader網頁: 金融產業搶佔年輕商機，網紅助攻線上社群
http://pse.is/59f6t5 2023/12/01(取用日期112年12月10日)
台灣交易所網頁: 投資人開戶數年齡分布統計表https://www.twse.com.tw/zh/trading/statistics/list02-264.html (取用日期112年12月10日)
臺灣指數公司網頁:指數化投資報告2023年11月指數化投資報告
https://taiwanindex.com.tw/downloads/investment_report (取用日期112年12月10日)
KOL Rader網頁: 金融產業搶佔年輕商機，網紅助攻線上社群http://pse.is/59f6t5
MIC產業情報研究所網頁:【社群與通訊消費者調查系列一】「限動」最吸引網友 行銷掌握黃金1分鐘原則 網友起床優先看Line群組 年輕族群更愛看IG http://pse.is/58uazp (取用日期112年12月10日)
黃慧珠.五階段讓金融業成功發展社群銀行/ 遠見雜誌http://pse.is/54y4n4 (取用日期112年12月10日) |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
111932149 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111932149 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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