توسيط اتصالات الکلمة المنطوقة الإلکترونية في العلاقة بين العوامل الخمسة الکبرى للشخصية والقرار الاستثماري "دراسة تطبيقية على البورصة المصرية"

نوع المستند : المقالة الأصلية

المؤلفون

جامعة المنصورة

المستخلص

ملخص البحث:
    تناول الباحثين في هذه الدراسة الدور الوسيط لاتصالات الکلمة المنطوقة الإلکترونية في العلاقة بين نموذج العوامل الخمسة الکبرى للشخصية والقرار الاستثماري ( دراسة تطبيقية على البورصة المصرية ). وتم تصميم نموذج مقترح للدراسة لکي يستخدم کدليل لاختبار العلاقة بين متغيرات الدراسة. ولتحليل البيانات الأولية للدراسة، تم استخدام البرنامج الإحصائيSPSS  لإدخال البيانات الأولية. وقد بلغ حجم العينة (384) مفردة، في حين أن عدد الاستمارات الصحيحة التي تم إدخالها للبرنامج (352) مفردة. کما تم استخدام البرنامج  الإحصائي WarpPLS.7  وذلک لقياس العلاقات المباشرة وغير المباشرة بين العديد من المتغيرات. وقد أوضحت نتائج التحليل الإحصائي ما يلي يوجد تأثير معنوي مباشر لنموذج العوامل الخمسة الکبرى للشخصية على اتصالات الکلمة المنطوقة الإلکترونية في صورتها الکلية، بينما لا يوجد تأثير معنوي  بين القبول والبحث عن الرأي وکذلک بين سمة الضمير وتمرير الرأي بينما يوجد تأثير معنوي مباشر بين السمات الشخصية المتمثلة في  )العصابية، الانبساطية، الانفتاح على الخبرة، الضمير) وبين البحث عن الرأي،  وأيضاً بين ( العصابية، الانبساطية، الانفتاح على الخبرة، القبول) وتمرير الرأي. وبين جميع أبعاد نموذج العوامل الخمسة الکبرى للشخصية وقيادة الرأي. کذلک يوجد تأثير معنوي بين الکلمة المنطوقة الالکترونية في صورتها الکلية وبين القرار الاستثماري. بينما لا يوجد تأثير بين قيادة الرأي وقرار المستثمر. کما توصلت الدراسة إلي وجود تأثير معنوي غير مباشر بين نموذج لنموذج العوامل الخمسة الکبرى للشخصية (العصابية، الانبساطية، الانفتاح على الخبرة) على القرار الاستثماري بتوسيط اتصالات الکلمة المنطوقة الإلکترونية.                                      
Abstract:                                                                                                 This Research Aims To Determine The Moderating Role Of The  Electronic Word Of Mouth  In The Relationship Between Big Five Personality Factors  And Investment Decision (An Applied Study On The Egyptian Stock Exchange). Sample Size Is 376, And The Valid Questionnaires Are 340, By An Estimated 90% Of The Total Sample Size. The Findings Showed That There Were Significant Correlation Between The Results Of The Statistical Analysis Showed The Following: There Is A Direct Significant Effect Of The Big Five Model  On The Electronic  Word Communication In Its Total Form, While There Is No Significant Effect Between Acceptance And Opinion Seeking, As Well As Between The Trait Of Conscience And Passing Opinion, While There Is A Direct Significant Effect Between The Personality Traits Represented In Neuroticism, Extraversion, Openness To Experience, Conscience) And Between The Opinion Seeking And Also Between (Neuroticism, Extraversion, Openness On Experience, Agreeableness) And Passing Opinion. And Between All Dimensions Of The Big Five Factors Model Of Personality And Opinion Leadership. There Is Also A Significant Effect Between The E-WOM In Its Total Form And The Investment Decision. While There Is No Influence Between Opinion Leadership And Investor Decision. The Study Also Found An Indirect Significant Effect Between The Model Of The  Big Five Model Of Personality (Neuroticism, Extraversion, Openness To Experience) And The Investment Decision To Mediate E-Word Of Mouth Communications

الموضوعات الرئيسية


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