臺灣博碩士論文加值系統

本研究以實際投資組合產品設計研究文本，利用投資組合的心理距離程度的差異，進行心理距離的研究分析，在藉由資訊的正負訊息框架與人各特質的分析，來了解投資者在面對風險選擇情境的態度，目的是探討投資者的風險知覺。本研究採用問卷調查法，有效問卷為115份，運用統計軟體進行資料分析。
研究結果顯示風險知覺會受到正面框架及心理距離的影響。以本研究實驗為例，投資者面對心理距離程度遠的投資組合產品時，投資者的風險知覺程度高；面對心理距離程度近的投資組合產品時，投資者的風險知覺程度低。而資訊的正面框架則可以降低投資者風險知覺的感受；對於心理距離遠的投資產品使用正面框架「利得」的資訊會進一步驅動投資者的自我調節系統，使得投資人對訊息的接收度有所提高。

This study utilizes the two real investment portfolios to design the experimental contexts. The difference in familiarity in the public consciousness between these two investment portfolios is applied to explore investors’ psychological distance. Simultaneously, this study explores investors’ attitude in the risk scenarios through the analysis of framing effect of information and the analysis of individual characteristics. In this study, a questionnaire survey was used, with 115 valid questionnaires, and statistical software is utilized for data analysis.
The results of the study prove that risk perception could be affected positively framing effect and psychological distance. This research experiment show that as an investor encounters an investment portfolio which his/her degrees of psychological distance is far, and individual degrees of risk perception is also high. On the other hand, when investor encounters an investment portfolio which his/her degrees of psychological distance is close, individual degrees of risk perception is also low.
Another result show that the positively framing effect will further reduce the degree of risk perception. In addition, employing the information of positive "gains" could trigger investor’s system of regulatory focus and make he/she accept investment information easily.

摘要 i
Abstract ii
目錄 v
圖目錄 vi
表目錄 vii
第壹章 緒論 8
1 - 1 研究背景 8
1 - 2 研究目的 10
1 - 3 研究流程 11
第貳章 文獻回顧 12
2 - 1 風險知覺 (Risk Perception) 12
2 - 2 風險傾向(Risk Propensity) 15
2 - 3 框架效應 (Framing Effect) 16
2 - 4 心理距離 (Psychological Distance) 17
2 - 5 調節定向理論 (Regulatory Focus Theory) 19
第參章 研究方法 21
3 - 1 研究模型 21
3 - 2 研究假設 22
3 - 3 問卷設計 25
3 - 4 資料分析與統計方法 32
第肆章 研究分析與結果 34
4 - 1 敘述性統計 34
4 - 2 信效度分析及相關係數分析 36
4 - 3 獨立樣本T檢定分析 43
4 - 4 複迴歸分析 44
4 - 5 研究假設驗證與結果 51
第伍章 結論 55
參考文獻 57

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