网上口碑对基金销售的影响

Jingwen Liu, Peng Zou, Xiao-li Li
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引用次数: 0

摘要

互联网的普及,互联网技术和应用的深入发展,增加了传播和口碑的影响力。本文对网络口碑对基金销售的影响进行了理论研究和实证分析。首先,在现有文献的基础上,本文分析了网络口碑的不同维度。同时,通过对基金申购赎回的主要影响因素的探讨,提出了网络口碑对基金销售影响的理论假设。然后,利用基金申购赎回比例、基金净增长率、净购买率、基金规模等变量的截面数据,建立网络口碑与开放式基金销售的回归模型。在该模型中,引入了滞后变量。最后可以得出如下结论:网络口碑的数量对订阅率和赎回率有显著的正向影响。网络口碑的关注度与订阅量呈正相关,与赎回率负相关。机构用户的在线口碑数量对订阅率有更强的正向影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The impact of online word of mouth on fund sales
Popularity of the Internet, the development of Internet technologies and applications in-depth, has increased the spread and the influence by word of mouth. This paper made theoretical research and empirical analysis about the impact of online word of mouth on fund sales. Firstly, based on existing literature, this paper analyzed the different dimensions of online word of mouth. Meanwhile, it proposed theoretical assumptions of impact of online word of mouth on fund sale with the discussion on the main factors on the fund subscription and redemption. Then, a regression model about online word of mouth and open-ended fund sale was established by using cross-sectional data on proportion of fund subscription and redemption, fund net growth rate, net purchase rate, the fund size, and other variables. In this model, lagged variables were introduced. Finally, one could came to the following conclusion: The number of online word of mouth had a significant positive impact on subscription rate and redemption rate. The attention of online word of mouth was positively correlated with subscription, but negatively correlated with the redemption rate. The number of online word of mouth from institutional users had a stronger positive effect on subscription rate.
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