| Summary: | 碩士 === 大葉大學 === 會計資訊學系碩士班 === 92 === This study based on questionnaires which focuses on the individual investor’s attributes including risk taking, opinion leadership and the performance of Financial Hoding Company’s performance , whether affect on the investor’s investing behavior and performance. In the meanwhile, this study will also confirm whether Fishbein’s reasoned action theory holds in the investing behavior on the stock of Finance Hoding Company.
The statistic methods used in this study include frequency distribution, factor analysis, chi-square test, one-way anova test and LISREL. Through our study, we found :
1.The results above make the Fishbein theory hold in the investing behavior on the stock of Finance Hoding Company.
2.Investors with different population characteristics whose investment pattern and investment performance are significant difference.
3.Investors with risk taking tendency, opinion leadership tendency whose investment patterns are significant difference.
4.Investors with regard the performance of Finance Hoding Company tendency, opinion leadership tendency will get better return then those who do not have such attributes. The investors with risk taking tendency have not significant difference.
5.The performance of Finance Hoding Company are attach importance to investment are EPS、the stock price、celebrity of company．
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