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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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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:	[Executive Master of Business Administration] Theses

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