个体投资者网络信息搜寻行为:模式与特征

Information Seeking Behavior of Individual Investors on the Web:Search or Browsing?

通过半结构化深度访谈,探讨投资者网络信息搜寻方式、选择不同方式的原因及相关因素对网络信息搜寻行为的影响。综合分析19位个体股票投资者(简称"投资者")的访谈数据,发现投资者网络信息行为具有不同特征:一些投资者仅通过浏览的方式获取信息,多数则通过浏览为主、搜索为辅的搜寻方式获取信息;大多数投资者在获取投资信息的过程中都倾向于后者;投资者的投资经验及投资模式一定程度上影响投资者信息搜寻方式的选择。

This paper explores how individual investors seek online information, why they choose different ways, and how related factors influence tire seeking behavior by interviewing nineteen investors. The resuhs show that investor network infinmation search behavior has different characteristics. Some conduct more browsing than searching. Most seek information via both, but browsing is a major way and search is a supplement. Most investors prefer the latter. Investment experiences and modes influence their selection of information-seeking approach.