本論文研究之性別、投資經驗與資訊來源對投資決策的影響，投資理財是人們為了讓自己未來的生活條件可達到心中的理想，以致事先準備與擬定其財務策略。Shefrin(2001)根據心理學與社會學的觀點進行研究，將投資者在投資行為中普遍產生不理性行為的原因可大致歸因於性別、人格特質、年齡、資訊來源、外在環境刺激與生活型態等，且由Kahneman and Tversky提出的1979年的展望理論(prospect theory)敘述了人們在面臨無法預測的情形下，在進行決策時會受到各種外在和現實的條件影響。例如因為厭惡損失所帶來的風險、過往經驗的影響、直覺和預期判斷的不同等，以致於造成心理層面上的認知有所不同，使得每位投資者都會有自己的決策方法與結果。因此本研究將探討性別、投資經驗與資訊來源對其投資決策之影響，並採用問卷調查方式來進行樣本數據的蒐集。根據其樣本資料分析結果顯示，性別於投資經驗在獲利認同上、資訊來源為報章雜誌與電視頻道上有顯著差異，而在投資工具獲利性排名上不具有顯著差異。無論投資者的投資經驗多寡都優先較為注重家人所提供的訊息，而在報酬率、投資資訊來源、投資工具獲利性排名上則不具有顯著差異。

Investment and financial management are strategies for people to reach their ideal living conditions, so prepare and formulate its financial strategy in advance. Shefrin (2001) conducted the research which based on the perspectives of psychology and sociology. The reasons why irrational behavior arises among investors can be roughly resulted from differences among gender, personality traits, age, information sources, external stimuli and lifestyles. Prospect theory developed by Kahneman and Tversky in 1979 states that the decisions would be effected by external and present conditions when people faced unpredictable situations. For example, the factors like aversion to the risks of loss, the influence of past experience, and different intuitions and expectations may result in different psychological levels of cognition which make each investor have their own methods and results of making decision. Therefore, this study is research about the impact of gender, investment experience and information sources on investment decisions, and using questionnaire survey to collect sample data. According to the analysis result of the sampled data, males and females have the significant differences on the items like profitability recognition, information sources for newspapers and magazines and TV channels but not significantly in the profitability ranking of Investment tool. Regardless of the investor’s investment experience, priority is given to the information provided by the family, and besides there is no significant differences in investment information sources, return on investment and investment tool profitability rank.

摘要...............................................i
英文摘要............................................ii
誌謝................................................iii
目錄................................................iv
表目錄..............................................vii
圖目錄..............................................viii
第一章 緒論.........................................1
1.1研究動機.........................................1
1.2研究目的.........................................2
1.3研究流程.........................................3
第二章 文獻探討......................................4
2.1性別與投資行為....................................4
2.2投資經驗..........................................5
2.3資訊來源..........................................6
2.4投資金融工具.......................................6
第三章 研究方法......................................10
3.1研究架構與假說....................................10
3.1.1研究架構........................................10
3.1.2研究假說........................................11
3.2研究對象與問卷設計.................................13
3.2.1研究對象........................................13
3.2.2問卷設計........................................13
3.3資料分析方法與工具.................................13
3.3.1敘述性統計分析...................................13
3.3.2獨立樣本t檢定....................................13
第四章 實證資料分析....................................14
4.1個人基本資料表.....................................14
4.1.1性別............................................15
4.1.2年齡............................................15
4.1.3學歷............................................16
4.1.4居住地..........................................16
4.1.5婚姻狀況.........................................17
4.1.6是否有子女.......................................17
4.1.7個人年收入.......................................18
4.2性別...............................................19
4.2.1投資經驗於獲利認同在性別上的差異....................19
4.2.2性別與獲利性排名..................................20
4.2.3性別影響投資工具的選擇.............................21
4.2.4性別於年收入可供投資資金百分比之影響.................22
4.2.5性別影響選擇投資工具因素............................23
4.3投資經驗.............................................24
4.3.1投資經驗於獲利認同與報酬率上的差異....................24
4.3.2投資經驗與獲利性排名.................................25
4.3.3投資經驗影響投資工具的選擇...........................26
4.3.4投資經驗於年收入可供投資資金百分比之影響...............27
4.3.5投資經驗影響選擇投資工具因素..........................28
4.4投資資訊來源...........................................29
4.4.1性別與投資資訊來源....................................29
4.4.2投資經驗與投資資訊來源................................29
4.4.3居住地與投資資訊來源..................................30
第五章 研究結論與限制......................................31
5.1研究結論...............................................31
5.1.1性別.................................................31
5.1.2投資經驗.............................................31
5.1.3資訊來源.............................................32
5.2研究限制...............................................32
參考文獻..................................................33
1.中文文獻................................................33
2.英文文獻................................................34
附錄一....................................................36
英文論文大綱...............................................38

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2.英文文獻
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