在线口碑对基金销售量的影响研究

发布时间：2018-06-10 19:47

本文选题：在线口碑 + 开放式基金　；参考：《哈尔滨工业大学》2013年硕士论文

【摘要】：互联网的普及和互联网技术与应用的深入发展，使口碑传播的速度和影响力迅速增强，口碑已经渗入到了网络的每一个角落，在线口碑使人们可以跨越时间和空间的限制进行更加方便和快捷的交流，金融市场上投资者的决策受到在线口碑的影响也越来越大。开放式基金作为我国金融市场上主流的投资品种之一，在线口碑对基金的销售是否具有影响且影响程度有多大？本文就以微博为研究的平台，选取了110只开放式基金作为样本，对在线口碑对基金销售量的影响进行了理论研究与实证分析，，不仅实现了口碑对基金销售影响的定量化研究，而且将在线口碑的研究领域扩展至信用型产品，丰富了信用型产品（尤其是金融类产品）的研究内容。在相关文献的基础上，基于基金产品在线口碑的一手数据，本文采用截面数据建立了在线口碑对基金申购率和赎回率的截面回归模型，定量化地研究了在线口碑的数量、关注度、情感倾向以及在线口碑的来源四个维度对基金申购率和赎回率的影响，并根据三个时间点的截面数据研究不同时间段内影响的滞后效果和动态变化规律，同时也考虑了一些非在线口碑因素。结果显示，影响开放式基金申购率的最主要因素是在线口碑的来源，其次是全部在线口碑的数量，然后是在线口碑的关注度，最后是整体情感倾向，均存在一定的滞后效应，而情感极性的方差对申购率的影响只有滞后的影响效果；影响开放式基金赎回率的最主要因素也是在线口碑的来源，其次是全部在线口碑的数量，然后是在线口碑的情感倾向，最后是关注度，各个因素的滞后影响均强于当季度的影响。在结论的基础上，本文对开放式基金投资者和基金管理公司分别提出了一些投资和在线口碑营销建议。
[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.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.51;F224

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