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

• Main Authors: CHEN, SUN-PAN, 陳孫盼
• Other Authors: Shih-Chieh Chuang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/x899kj

碩士 === 國立中正大學 === 企業管理研究所 === 102 === 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.