A Study On Investment Behavior Of Dama From The Perspective Of Opinion Leader

With the development of China’s economy, the private investment is kicking because of the rapid increase of the economic strength and purchasing power of urban residents.Also the increase of private investment confidence and investment demand is another reason. Even against the background of international financial crisis, China’s investors still remain optimistic. In this trend, female investors have become a unique scenery in the tide of the private investment, because of their special personality characteristics and thinking, as well as their special role and status in the family. In recent years, with their excellent ability to invest and impulse type of investment style, Social status and economic status of Chinese women have increased significantly and caught worldwide attention. The word dama is enjoying its great popularity.How investment information disseminates in the group of dama? How does the investment behavior emerge? What factors have a important effect on the investment decision-making. Why does the interpersonal communication has more notable and direct effect on dama’s behavior, when compared to the mass communication and organizational communication? What role does the opinion leader play in the process? Why do the dama especially trust in the opinion leader? These questions are all the key to insight the phenomenon of dama.This research is based on the dama, who aged between 45 to 65 from Lishui city in Zhejiang province. This research mainly adopted the individual interview method, and assisted by the questionnaire survey method. Using a combination of interview and questionnaire survey method, the researcher has in-depth interviews with 10 dama, and surveyed a sample of 174 dama through questionnaire. Through interview and questionnaire survey, this research aims to describe the principal characters ofdama’s interpersonal behavior and investment behavior. Simultaneously, the research tries to find out the differences between the opinion leader and the general audience and the opinion leader’s influence on the investment decision-making of dama.According to the results of interviews and a questionnaire survey,the research find that —— the investment decision-making varies between the characters of dama’s interpersonal behavior and it also varies between characters of investment behavior; there are differences in age, education background, economic capability and the patterns of gender roles orientation; the opinion leader has a major impact on information acquisition and information handling.There are some further findings in the study on the interpersonal behavior and the investment behavior. The dama in Lishui city enjoy good economic capacity, while they lack adequate financial literacy; with low desire of investment, they tend to choose the investment with lower investment risks and higher yield; they are recipients of investment information from others, rather than being active seekers of effective information. Enjoy deep love for social life, dama have a high level of trust and dependency on interpersonal communication; also they enjoy rich interpersonal communication medium.In this research, it mainly focuses on how interpersonal communication affect dama’s invest behavior. This research is based on middle-aged women in a third-tier city in Zhejiang Province. Through the description of dama’s invest behavior and features of their information dissemination, it reveals the characteristics and establishing base of their investment behavior. Based on the research of their risk appetite, source of information, information dissemination and other aspects, and the analyze on the transmission mechanisms within the group, the study try to find out a possibility to build a better information system, in which the investors are able to share the investment information fairly, equally and rapidly.