發(fā)布時(shí)間：2018-06-10 19:47

  本文選題：在線口碑 + 開放式基金�。� 參考：《哈爾濱工業(yè)大學(xué)》2013年碩士論文

【摘要】：互聯(lián)網(wǎng)的普及和互聯(lián)網(wǎng)技術(shù)與應(yīng)用的深入發(fā)展，使口碑傳播的速度和影響力迅速增強(qiáng)，口碑已經(jīng)滲入到了網(wǎng)絡(luò)的每一個(gè)角落，在線口碑使人們可以跨越時(shí)間和空間的限制進(jìn)行更加方便和快捷的交流，金融市場(chǎng)上投資者的決策受到在線口碑的影響也越來(lái)越大。開放式基金作為我國(guó)金融市場(chǎng)上主流的投資品種之一，在線口碑對(duì)基金的銷售是否具有影響且影響程度有多大？本文就以微博為研究的平臺(tái)，選取了110只開放式基金作為樣本，對(duì)在線口碑對(duì)基金銷售量的影響進(jìn)行了理論研究與實(shí)證分析，，不僅實(shí)現(xiàn)了口碑對(duì)基金銷售影響的定量化研究，而且將在線口碑的研究領(lǐng)域擴(kuò)展至信用型產(chǎn)品，豐富了信用型產(chǎn)品（尤其是金融類產(chǎn)品）的研究?jī)?nèi)容。 在相關(guān)文獻(xiàn)的基礎(chǔ)上，基于基金產(chǎn)品在線口碑的一手?jǐn)?shù)據(jù)，本文采用截面數(shù)據(jù)建立了在線口碑對(duì)基金申購(gòu)率和贖回率的截面回歸模型，定量化地研究了在線口碑的數(shù)量、關(guān)注度、情感傾向以及在線口碑的來(lái)源四個(gè)維度對(duì)基金申購(gòu)率和贖回率的影響，并根據(jù)三個(gè)時(shí)間點(diǎn)的截面數(shù)據(jù)研究不同時(shí)間段內(nèi)影響的滯后效果和動(dòng)態(tài)變化規(guī)律，同時(shí)也考慮了一些非在線口碑因素。結(jié)果顯示，影響開放式基金申購(gòu)率的最主要因素是在線口碑的來(lái)源，其次是全部在線口碑的數(shù)量，然后是在線口碑的關(guān)注度，最后是整體情感傾向，均存在一定的滯后效應(yīng)，而情感極性的方差對(duì)申購(gòu)率的影響只有滯后的影響效果；影響開放式基金贖回率的最主要因素也是在線口碑的來(lái)源，其次是全部在線口碑的數(shù)量，然后是在線口碑的情感傾向，最后是關(guān)注度，各個(gè)因素的滯后影響均強(qiáng)于當(dāng)季度的影響。 在結(jié)論的基礎(chǔ)上，本文對(duì)開放式基金投資者和基金管理公司分別提出了一些投資和在線口碑營(yíng)銷建議。
[Abstract]:With the popularization of the Internet and the deep development of Internet technology and application, the speed and influence of word of mouth has been rapidly enhanced. Word of mouth has penetrated into every corner of the network. Online word-of-mouth allows people to communicate more conveniently and quickly across time and space constraints, and investors' decisions in financial markets are increasingly affected by online word of mouth. As one of the main types of investment in the financial market of our country, does online word of mouth have an impact on the sales of funds and the extent of the impact? Taking Weibo as the research platform, this paper selects 110 open-end funds as the sample, carries on the theoretical research and the empirical analysis to the influence of the online word of mouth on the fund sales, not only realizes the quantitative research of the influence of the word of mouth on the fund sales. Furthermore, the research field of online word-of-mouth is extended to credit products, which enriches the research content of credit products (especially financial products). On the basis of relevant literature, it is based on the primary data of online word-of-mouth of fund products. In this paper, the cross section regression model of online word-of-mouth (OWO) fund requisition rate and redemption rate is established by using cross-section data, and the quantity and attention of online word-of-mouth are quantitatively studied. The influence of four dimensions of emotional tendency and online word of mouth on the requisition rate and redemption rate of the fund is studied. According to the cross-section data of three time points, the lag effect and dynamic change rule of influence in different time period are studied. Some non-online word-of-mouth factors are also considered. The results show that the most important factor affecting the requisition rate of open-end funds is the source of online word of mouth, followed by the number of all online word of mouth, then the attention of online word of mouth, and finally the overall emotional tendency, which has some lag effect. The variance of emotional polarity has only a lag effect on the requisition rate. The most important factor affecting the redemption rate of open-end funds is the source of online word of mouth, followed by the number of all online word of mouth, and then the emotional tendency of online word of mouth. On the basis of the conclusion, this paper puts forward some suggestions on investment and online word-of-mouth marketing for open-end fund investors and fund management companies, respectively.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.51;F224

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 陳郁;開放式基金為何受冷遇?[J];經(jīng)濟(jì);2001年11期

2 郭靂;;開放式基金及其法律問題(下)[J];金融法苑;2001年01期

3 于z

本文編號(hào)：2004385