Font Size: a A A

Research On Individual Investment Decision Behavior Based On Usage Behavior Of OSN Users

Posted on:2020-10-27Degree:MasterType:Thesis
Country:ChinaCandidate:H HuangFull Text:PDF
GTID:2518306305490754Subject:Management Science and Engineering
Abstract/Summary:PDF Full Text Request
With the advent of Web 2.0 era,the Internet has evolved from a one-way platform for publishing information to a more interactive social network.In recent years,Online Social Networks(OSN)has been widely used and popularized,and more users begin to use and adopt OSN.The use of OSN produces a large number of user behavior,and mining these user behavior characteristics can reflect users' behavior habits and interest preferences to a certain extent.In the economic field,stock investment OSN is generally used by individual investors.OSN has become the main way for individual investors to obtain information.Individual investors'preference for information acquisition behavior(IAB)on investment OSN can reflect the differences of their individual characteristics and investment decision-making effect.Therefore,by studying the relationship between the IAB of investment OSN users and the influencing factors of investment decision-making(IFID),and analyzing the preference differences and reasons of different individual investors' IAB,we can enrich and improve the theoretical research of individual investors' investment decision-making under the new environment.At the same time,this study also provides some guidance and theoretical basis for improving the professional service level of real investment OSN platform.The main contents and achievements of this paper are as follows:(1)Because the structure of the system is closely related to the dynamic behavior of the system,this paper classifies the stock investment OSN from the perspective of complex network theory.By summarizing the existing research,it is found that OSI-OSN network shows obvious scale-free characteristics,while CSI-OSN network shows obvious small-world characteristics.Therefore,according to the difference of OSN topological structure,two types of OSN,open stock investment OSN(OSI-OSN)and closed stock investment OSN(CSI-OSN),are proposed.In addition,by analyzing the information acquisition methods of OSN users in stock investment,the active IAB and passive IAB are classified.(2)Based on the classification of OSN structure characteristics of stock investment,this paper focuses on the relationship between users' IAB and IFID of OSI-OSN and CSI-OSN networks.(21)Emphasis is placed on the intrinsic relationship between OSI-OSN users' IAB and IFID.The qualitative hypothesis between IAB and the IFID is put forward,and then a questionnaire is designed and sample data is collected to verify the hypothesis by establishing a regression.The research finds that personalized recommendation behavior is more conducive to improving the information completeness of individual investors.And strong analysts tend to choose active IAB,especially the more interactive attention behavior and interaction behavior.(22)Emphasis is placed on the intrinsic relationship between CSI-OSN users' IAB and IFID.The qualitative hypothesis between IAB and the IFID is put forward,and then a questionnaire is designed and sample data is collected to verify the hypothesis by establishing a regression.The results show that passive IAB can significantly improve information completeness,and recommendation behavior is better than information encounter behavior.And strong analysts have stronger preference for active IAB,especially search and browsing behavior with relatively weak interaction.
Keywords/Search Tags:online social network, individual investment user, information acquisition behavior, decision-making behavior, behavior analysis
PDF Full Text Request
Related items