人口与发展
人口與髮展
인구여발전
Market & Demographic Analysis
2011年
1期
55~61
,共null页
股市人口 媒介接触 信息渠道 回归
股市人口 媒介接觸 信息渠道 迴歸
고시인구 매개접촉 신식거도 회귀
population of stock market; media access ; information channel ; regression
以在证券交易部散户大厅进行交易的北京股民群体为研究对象，采用分层调查分析、统计推断的方法就其群体特征和媒介接触行为展开研究。不同年龄层次、文化程度、收入水平，及不同城区和性别的股市人口在报刊杂志、广播电视、网络和股民交流等信息渠道的选择上表现出一定的倾向性。以人口学背景变量为主的非行为因素的解释能力强于行为因素。
以在證券交易部散戶大廳進行交易的北京股民群體為研究對象，採用分層調查分析、統計推斷的方法就其群體特徵和媒介接觸行為展開研究。不同年齡層次、文化程度、收入水平，及不同城區和性彆的股市人口在報刊雜誌、廣播電視、網絡和股民交流等信息渠道的選擇上錶現齣一定的傾嚮性。以人口學揹景變量為主的非行為因素的解釋能力彊于行為因素。
이재증권교역부산호대청진행교역적북경고민군체위연구대상，채용분층조사분석、통계추단적방법취기군체특정화매개접촉행위전개연구。불동년령층차、문화정도、수입수평，급불동성구화성별적고시인구재보간잡지、엄파전시、망락화고민교류등신식거도적선택상표현출일정적경향성。이인구학배경변량위주적비행위인소적해석능력강우행위인소。
With a self- complied questionnaire, this paper aims to discuss the characteristics and the media access behavior of Beijing individual stock investors via survey as well as statis- tics reference. This result reveals that both behavior variables and non - behavior variables ac- count for their selecting of information channels, to be exact, the non - behavior variables out- weighs behavior variables. In terms of the possible factors influencing the media selection, the investors present their inclination towards newspaper,TV ＆ Broadcast,internet as well as interpersonal communication.
