个人投资者的生活形态及相关因素差异性分析

Individual Investors' Lifestyles and Its Influence to Investment Behavior

本文对中国五大城市的个人投资者群体的生活形态进行了研究,发现可将个人投资者的生活形态区分为进取性、合作性、悲观性和交际性四个维度;不同性别、年龄、文化程度、生活区域的个人投资者,在生活形态的不同维度上存在显著差异;个人投资者的生活形态特征进一步影响了其投资决策依据选择和风险偏好程度。对个人投资者的生活形态及相关问题进行研究,不仅可以进一步丰富生活形态研究的成果,也可为企业尤其是金融机构的营销实践提供一些基础素材。

This paper studies the lifestyles of individual investors in five Chinese cities, divides the lifestyles of indiviaual investors into progressive, cooperative, pessimistic and sociable dimensions; the individual investors of different sex, age, education level and region are different in four dimensions; the features of individual investors＇ lifestyles influence the choice of investment decision basis and risk preference. Research in lifestyles of individual investors not only offers a new perspective of research, but also provides some basic reference for financial institution marketing.