| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 95 === This research question is discusses the corporate reputation in the different in-vestor characteristics situation, with chooses the stock wish the change. This research is picks convenience sampling the way, carries on asks filling in of the volume. Al-together sent 380 to ask the volume, altogether recycled 353, after remove invalid asked the volume, altogether effectively asked the volume was 196, the returns-ratio is 51.6%.
Result this research discovery as follows:
1. The common investor takes the corporate reputation construction surface, really has by chance under the investor characteristics difference differently.
2. Regardless of what kind of investor characteristic, the corporate reputation truly can affect the investor to choose the stock.
3. The corporate reputation, the investor characteristic as well as choose the stock the causal relation pattern analysis.
The findings suggested promotes the corporate reputation each construction surface ability, attracts the conservative investor to invest, and effectively grasps the different type investor to like the news.
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