始終如一或喜新厭舊? 投資的多樣化行為傾向之研究

Consistency or Always Prefer the New? The Tendency of Variety-seeking Investment Behavior

陳孫盼(SUN-PAN CHEN)

指導教授 ： 莊世杰

國立中正大學/管理學院/企業管理學系/碩士(2014年)

摘要

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。

關鍵字

風險損失 ； 多樣化行為 ； 多方案

並列摘要

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.

並列關鍵字

variety-seeking ； multi-programs ； risk of loss

參考文獻

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