以往的投資方式都放在銀行賺取利息，但現在更多人用以做一般性的投資，如同股票、基金、房地產、期貨、選擇權等投資工具。其中股票投資限制較少又容易變現，因此成為了台灣島內一種非常普遍的投資理財工具，所以如何判斷投資人行為的研究也隨之變得重要。本研究將從人格特質做為出發點，探討投資人行為會受到哪些因素的影響，改變其對一般例行性投資訊息以及重大投資訊息的接受程度。研究將以實證的方式，針對台灣股票市場的投資者做為研究對象發放問卷。問卷共回收355份，扣除填答品質不佳的樣本38份，有效問卷為317份。將採用結構方程模型(SEM)來驗證「人格特質」、「涉入性」、「投資決策」三個潛在變數間的因果關係，並加入「本研究設定之人口統計變數」為調節變數探討之。;People usually put their money in the bank to earn interest in the past. However, with the progress of the times, the development of information technology, the increase of national income, the reduction of bank interest rates, financing method has become various. More and more people try to use different investment instruments such as stock, fund, real estate, future, and option…etc. to earn money nowadays. Among these investment instruments, investment in stock becomes a common investment instrument because it doesn’t have many limitations on operating the stock and it’s easier to cash. Therefore, the study of the investor’s behavior on stock market becomes more important than before. The research will analyze investor′s behavior through personality traits. Also, the research is going to explore what factors will change investor′s attitude to normal invest information and to material information disclosure.The research is an empirical research. The questionnaires were sent out to investors of Taiwan’s stock market. There are 355 questionnaires, 317 are effective and remains are invalid for incomplete answers.
