樂觀的性別差異—雅虎奇摩財經新聞民調的證據

Abstract

社會情緒(social mood)會影響個人情緒及其對財務風險的看法，進而影響風險決策的選擇，過去女性在財務相關決策上被認為比男性更規避風險(risk averse)、自信程度較低且較悲觀。本研究以奇摩網站財經新聞的民調中心資料進行樂觀態度性別差異研究，發現在社會情緒悲觀時，女性比男性更悲觀，而社會情緒樂觀時則視投資標的是否為股票而定。本研究發現社會情緒若悲觀則女性比男性更悲觀，而社會情緒樂觀下，與股市有關議題女性也呈現較悲觀，與前人研究結論相同（Jacobsen, Lee, & Marquering, 2008）。但若非股市相關議題，則社會情緒樂觀，女性比男性更樂觀。

“Social Mood” is one factor that affects people’s emotions and their perspectives in risk management, which then impact their final decisions on actual investments. It is believed that women, in general, are more risk aversive, pessimistic and have lower confidence than men. This study investigated the optimism level difference between women and men using data from Yahoo! Kimo Taiwan’s Business News Poll Centre. It is proven in this study that social mood does have significant effects on individual’s emotional responses. Women respond more pessimistically than men when the social mood is pessimistic; if the social mood is optimistic, women also respond more pessimistically than men on stock-related topics. These finding are consistent with Jacobsen, Lee, & Marquering (2008) experiment. However, women respond more optimistically on non-stock related topics when the social mood is optimistic, which are inconsistent with previous evidence.