| Summary: | 碩士 === 國立雲林科技大學 === 會計系碩士班 === 101 === Social exchange perspective of the past are mostly used in consumer behavior research, this study is based on social exchange perspective that the investment behavior of investors is also a swap activity. We apply the theory of investment behavior in order to help understand the psychological processes. In this study, perceived value, investor satisfaction, trust and perceived risks and other important dimensions to develop the preference of responsible investment model. As expected, social exchange driving factor (i.e. trust, perceived risk, perceived value, and satisfaction) affect investors responsibility investment preferences. As consumers, investors must first establish a sense of trust to the target company in economic activities, in order to obtain the desired value from the transaction, and then facilitating transactions are carried out. By the understanding of investors flow, it help contribute to government departments to developing specific and feasible policies to promoting responsible investment, as well as the issuing company to draw up develop direct and effective marketing strategies.
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