| Summary: | 碩士 === 中華大學 === 科技管理學系 === 105 === It appears that financial management bloggers have currently been publicly acknowledged because half of them were in charge of the lecturers at a seminar entitled "Financial Information Application Exhibition", which was sponsored and held by the “TWSE (Taiwan Stock Exchange) to educate the masses in the use of investment tools. According to a study by Kuo, Min-Hua (2010), 88% of individual investors in Taiwan have developed the habit of surfing the Internet and the proportion of individual investors who have joined the online community is 95%.Although the gathering in the online community is self-evident, there are insufficient related studies; therefore, the aim of this study was to explore the trend of the latest knowledge-sharing behavior of financial management bloggers from a phenomenological perspective. Six targeted blogs were chosen: Green Horn Finance Footnote, Madchu’s Investment Note, Albert Hung's Investment Blog, Bond Dealer Book, E- Big Money and JaguarCSIA. The scope of the study extended to posts on these websites from January 2015 to December 2016 and the collected data was subjected to a thematic analysis.
According to the results of the research, there was a conflict between the accumulated social capital and the multilateral development of knowledge, while the operations of the financial management bloggers were generally recognized. Furthermore, the knowledge-sharing behavior tended to be closer to centralization, since the social capital was able to be transferred into practical interest. Therefore, it was difficult for investors to perform better than other market participants based on a “consensus”. Meanwhile, the interests of the financial management bloggers, who obtained vast recognition, and the interests of individual investors contradicted each other. Moreover, financial management bloggers’ willingness to gradually form a subjective consciousness and an independent attitude was more suitable for fully developing the knowledge-sharing behavior of an online virtual community to evade the gap of knowledge-sharing, as well as being beneficial for the promotion of investment efficiency. Further suggestions were provided for practical management based on the results of the study. The limitations of the study were also illustrated and a subsequent research direction proposed based on those limitations.
Keywords: Financial Management Blogger, Knowledge Sharing, Online Virtual Community and Social Capital.
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