| Summary: | 碩士 === 國立屏東科技大學 === 企業管理系碩士班 === 92 === The development and the popularization of the Internet makes investors use Internet for stock trading in addition to the Traditional Trading. At present, most stockbrokers in Taiwan have already offered Net Trading to investors. Based on the EKB model, this study investigates the difference in investment decision-making behaviors between Traditional Trading and Net Trading investors from the views of stockbrokers. Investors are grouped by their Life-Styles and are compared to find out how different Life-Styles impact investment decision-making behaviors and furthermore, how different trading ways influence investment decision-making behaviors under different Life-Styles.
The results of the study are: 1) There are significant difference in three demographic variables, namely, age, education, and vocation, between investors who used different trading methods. A significant difference is also found in the frequency of stock trading between these investors. 2) Investors with different Life-Styles differ significantly in sex, age, education, and vocation. There are significant differences in trading amount and use of credit trading. 3) Two kinds of trading ways by two kinds of Life-Styles make four different groups of investors. The investors with different attributes have different investment decision-making behaviors. 4) Net trading investors have high frequency of trading for those who trade more than once a day and once a week. Among them, modern investors are the majority.
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