| Summary: | 碩士 === 國立中正大學 === 企業管理學系碩士在職專班 === 106 === The objectivity of this study is assessing the effect of social media on return rate. The data of eStock website (2016/01/01-2017/09/09) was used to assess the effects of variables (the review times based on author, the reply times based on author, the post times based on author, the review times based on article title, the reply times based on article title) on return rate in the day and the day before and after. This study showed that the effect of author on return rate was not significant, but the effect of article title on return rate was significant. This phenomenon implies that the information from article title rather than author themselves can provide more stock information for investor. However, the information from different periods (day and the day before and after) was similar. Overall, this study indicated it is difficult for single website to influence the return rate, and investors were attracted by article title more than authors.
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