Bakgrund: I Sverige finns det ett stort intresse för privat fondsparande. De svenska storbankerna erbjuder ett flertal fonder och utgör den huvudsakliga andelen av den svenska fondmarknaden. Fondförvaltares mål med en aktiv fond är att generera en högre avkastning jämfört med dess jämförelseindex, men tidigare forskning har visat att de svenska storbankernas aktiva fonder sällan presterar bättre än jämförelseindex. Syfte: Syftet med den här studien är att undersöka varför privatpersoner behåller fondinnehav i de svenska storbankernas aktiva fonder trots att tidigare studier visar att dessa fonder ofta har högre avgifter, men inte bättre avkastning jämfört med exempelvis indexfonder. Metod: Hypotesprövning har tillämpats med en kvantitativ ansats deriverad utifrån befintlig teori. Empiriska primärdata har samlats in med en fysisk enkätundersökning som 174 studenter vid Linköpings universitet har besvarat. I denna studie har ett icke-sannolikhetsurval med ett bekvämlighetsurval tillämpats. Bivariat och multivariat analys av studiens empiriska data har genomförts med logistisk regressionsanalys. Resultat: Nollhypotesen förkastas för den oberoende variabeln byteskostnader (p <0,1). För de oberoende variablerna finansiell kunskap och familjär-bias förkastas nollhypotesen tills vidare (p <0,1). Resultatet av beta-koefficientens riktning är negativ för byteskostnader avseende avgifter och andra finansiella kostnader, men positiv för relationskostnader, finansiell subjektiv och objektiv kunskap samt familjär-bias. Slutsats: De oberoende variabler som kan förklara varför privatpersoner i studiens urval behåller fondinnehav i de svenska storbankernas aktiva fonder är byteskostnader, finansiell kunskap och familjär-bias. Studiens resultat genererar ett kunskapsbidrag som kan öka kundrörligheten på fondmarknaden. / Background: In Sweden, there is a great interest in private fund savings. The major banks in Sweden offer several funds and constitute the majority of the Swedish fund market. Fund managers' goal with an active fund is to generate a higher return compared to its benchmark index, but previous research has shown that active funds rarely outperform the benchmark index. Purpose: The purpose of this study is to investigate why individuals retain fund holdings in the Swedish major banks’ active funds, although previous studies show that these funds often have higher fees, but not better returns than for example index funds. Methodology: Hypothesis testing has been applied with a quantitative approach derived from existing theory. Empirical primary data has been collected with a physical survey answered by 174 students at Linköping University. In this study, a non-probability sample with a convenience sample has been used. Bivariate and multivariate analysis of the study's empirical data was conducted with logistic regression analysis. Results: The null hypothesis is rejected for the independent variable switching costs (p <0.1). For the independent variables financial knowledge and familiarity bias, the null hypothesis is rejected for the time being (p <0.1). The result of the beta coefficient's direction is negative for switching costs regarding fees and other financial costs, but positive for relationship costs, financial subjective and objective knowledge, and familiarity bias. Conclusions: The independent variables, which might explain why private individuals in this study's sample retain fund holdings in the Swedish major banks' active funds, are switching costs, financial knowledge, and familiarity bias. The results of this study generate a knowledge contribution which might increase customer mobility in the fund market.

The purpose of this study is to examine the investment behaviour of women during the current recession and how demographic factors impact psychological biases related to investment behaviour. This research aims to examine the impact of age, marital status, education, income, cultural background and financial literacy on various biases such as overconfidence, confirmation bias, herding behaviour, representativeness bias, anchoring bias, risk- and loss aversion.  A questionnaire was conducted to collect data, resulting in a dataset of 558 observations. Using a deductive approach, based on theories of thirty-six hypotheses was tested using ordered logistic regression analysis. The primary findings revealed multiple connections between the demographic profiles of female investors and their investment behaviours, concerning psychological biases. Furthermore, this paper contributes to the ongoing debate about the relationship between investment behaviour and economic recession and provides stakeholders with valuable insights to tailor their communications and strategies to engage female investors. By analysing existing behavioural finance theories and empirical data, the study aims to improve understanding of women's investment preferences and attitudes across different demographic groups. Finally, the study aims to increase women's interest in managing their wealth and improving their financial decisions.

Esta dissertação estuda a urbanização do sertão nordestino entre os séculos XVII e XIX, vinculada ao diálogo que chamamos de curral de reses e curral de almas. Curral de reses tece as questões do fenômeno urbano no interior do Nordeste açucareiro, no que dizia respeito ao papel exercido pela pecuária extensiva no povoamento, na posse da terra e no desenvolvimento de aglomerados urbanos criados ao longo dos caminhos elaborados pelo gado. As reses tangidas do litoral devassaram o hinterland nordestino, criando aqui, ali e além caminhos, desmistificando o desconhecido. Posteriormente, essas trilhas foram usadas pelas autoridades coloniais e clericais para erguer aldeamentos missioneiros - currais de almas -, visando o bem material e espiritual da Igreja e da Ordem de Cristo e a conversão dos nativos. Curral de almas busca esclarecer a ação da Igreja Católica, unida ao Estado português, no que cerce a fixação e congregação tanto do índio tapuia como dos sertanejos nômades (que \"vadiavam\" pelo território), primeiramente em aldeamentos missioneiros, depois em núcleos urbanos estrategicamente locados no território. Focalizamos o trabalho missionário dos jesuítas, capuchinhos e oratorianos na elaboração de reduções religiosas principiadas a partir da segunda metade do século XVII. Selecionamos a cidade pombalina de Oeiras (PI) e as vilas de índios Monte - Mor o Novo da América (CE) e Crato (CE) como estudos de caso, no intuito de analisar a influência da pecuária, dos caminhos do gado, das determinações provenientes de Lisboa e do papel eclesiástico da igreja em seus traçados intraurbanos. / This dissertation analyzes the urbanization process in the Brazilian northeastern hinterland between the 17th and the 18th centuries as connected to the so called Curral de Reses (Cattle Corral) and Curral de Almas (Souls\' Corral). Curral de Reses (Cattle Corral) investigates the several aspects of urbanization in the sugar-producing Northeast, relating it to the role of extensive cattle ranges in the process of population growth, to the land ownership and to the development of hamlets alongside the herding trails. The herds pushed from the coast, broke through the Brazilian northeasterner hinterland, creating hither, thither and yonder new pathways, therefore demystifying the unknown. Later in time, these trails were used by colonial and clerical authorities to start missionary settlements - \"Currais de Almas\" (Souls\' Corrals)- that aimed at the material and spiritual welfare of the Church and the Order of Christ and the conversion of the native peoples. \"Curral de Almas\" investigates the activity of the Catholic Church associated to the portuguese government as the \"Tapuia \" native people and the itinerant cowboys (who \"bummed\" around the land) settled and congregated at first in missions and later in strategically located urban centers. Another focal point has been the investigation of the missionary work of Jesuit and Capuchin friars as well as \"The Congragation of the Oratory\" in the construction of religious settlements as early as the second half of the 17th century. The town of \"Oeiras\" (PI) -created by the Marquis of Pombal- and the Indian villages \"Monte-Mor o Novo da América\" (CE) and \"Crato\"(CE) were selected as case studies, attempting to analyze the influence of cattle industry, herding trails, determinations from Lisbon and the church in the planning of the urban center.

一、金融危機的理論模型可分為:1.第一代模型:基本面惡化。2.第二代模型:傳染蔓延效果。3.第三代模型:預期心理效果。 二、台灣發生金融危機的成因為:1.土地投機過深。2.股票持有過多。3.交叉持股，過度融資。4.借殼上市。 三、台灣發生金融危機的後果為: 1.資產價格下跌，影響家計消費。2.經濟成長率下降。3.銀行業逾放比率增加、資產品質惡化、退票比率增加、資產報酬率下降。 四、台灣發生金融危機政府採取的因應對策及其效果為:1.一般性管制。2.選擇性信用管制。3.調降金融業營業稅:降稅所增加的盈餘，幫助銀行沖銷呆帳，降低逾放比率。4.金融業合併:(1)業務同性質很高，將以節省成本為主要目的。(2)官股成分的銀行進行合併。5.展延問題企業本息攤還半年。6.護盤:(1)企業界護盤:釀成母子公司財務危機。(2)財政部成立「股市穩定基金小組」。7.銀行業不動產擔保品需於兩年內處分完畢。8.限制分行設立家數，誘導新銀行承受信用合作社。9.嚴禁抽銀根，以配合政府紓困政策。 五、日本發生金融危機的成因為:1.政界、官員、財界與黑道操縱股價。2.交叉持股，過度融資。3.土地投機過深。4.大藏省及日銀失職。5.決策當局無法適當處理。 六、日本發生金融危機的後果為:1.經濟成長停滯。2.企業部門財務結構惡化、破產家數及債務創新高。3.失業率創新高。4.財政赤字惡化及國民負擔增加。5.金融機構債信評等下降、資本適足性規定與股、匯市重挫導致金融機構惜貸。6.銀行業逾放比率增加、資產品質惡化、資產報酬率下降。7.資產價格下跌，影響家計消費。 七、日本發生金融危機政府採取的因應對策及其效果為: (一)振興景氣方案成效評析:自1992年起推出多次振興經濟方案，惟未進行制度面及供給面結構改革，銀行龐大呆帳問題一再拖延，財政赤字不斷擴大。 (二)租稅政策成效評析: 1997年提高消費稅稅率並廢除特別減稅措施，且增加醫療保險自負額，同時公共投資減少3兆日圓，被認為是振興經濟的絆腳石。 (三)貨幣政策成效評析:貼現率由1993年8月30日的6%逐漸調降至歷史新低點，但寬鬆貨幣政策的效果，幾乎無法發揮。 (四)金融改革成效評析:1.1996年:實施金融大改革，逐步解除金融市場各項管制，期望在2001年可以與紐約、倫敦的金融市場並駕其驅；但卻在1997年中為金融風暴所阻。2.1997年:(1)通過日銀法修正法案，賦予日銀自主性。(2)大藏省改革法案，可下令銀行停止營業，而不再採行事前指導與保護。3.1998年:實施(1)「新外匯化」、「金融系統改革法」、「金融機能安定化法」、「存款保險修正法案」:以公共資金購買特別股方式挹注銀行資本，由於挹注金額過低，且外界對審查過程質疑甚深。(3)實施「金融再生法」:成立「金融再生委員會」，解決問題銀行；同時合併住專管理公司與處理回收銀行:專司負責處理銀行不良債權；惟面臨適任人選不足的問題。同時與大藏省共同管理，故其「獨立」、「專責」的角色亦受到質疑。 (4)實施「金融早期健全法案」:率先對受困的金融機構提供援助。4.1999年:對大型銀行、地方銀行的官方資金投入期限至2001年3月底止，防金融界的過度依賴。5.2000年:成立金融廳，強化金融體系，確保金融管理的透明化，加強與國際合作為職志。 八、台灣與日本金融危機的比較 (一)相同點:1.外債小於外匯存底。2.內債赤字逐漸擴大。3.貿易收支都有盈餘，惟貿易盈餘與國內投資有趨緩的現象，造成經濟成長率下降，股、匯市下跌。4.有產業及資金外移的現象。5.銀行有特權貸放，造成道德危機與逆選擇。 (二)相異點:1.技術層次不同:日本的研發水準有其獨特之處，台灣OEM較多，大都接美、日訂單，受美、日景氣衰退的影響既大且深。2.政治穩定性不同:日本長達近10年的短命內閣，政策前後無法一致性，責任承擔不明，台灣則無此現象。3.佔世界經濟體的地位不同:日本佔世界經濟體第二大，台灣佔世界經濟體第二十一大，所以日本的產能比台灣大。4.工資與地租成本結構不同:日本的工資與地租成本是台灣的2.5倍，所以景氣下滑較早發生，趨緩的時間亦較長。 九、台灣與日本金融危機經驗給吾人之改革啟示 (一)在銀行制度應有的改革:1.強化金融監理體系，力求金融監理一元化。2.鼓勵金融機構合併。3.設立資產管理公司。4.成立控股公司。 (二)在貨幣市場應有的改革:1.發行票券的公司需經信用評等。2.建立票券業務防火牆及內控制度。3.貨幣市場共同基金與銀行體系進行競爭，可提升競爭力。 (三)在資本市場應有的改革:1.降低股市的財務槓桿比率，適度調低融資成數。2.加強查緝丙種經紀人。3.提高法人投資比重，使市場結構趨於穩定，降低股市的波動性。4.加強取締內線交易。 (四)在外匯市場應有的改革:1.匯率制度儘量尊重市場供需機能。2.如果外債過高，過度引進外資易造成金融機構信用過度膨脹。而企業負債比例過高、若資金過度流向股市及不動產投機市場，金融機構易導致鉅額呆帳或倒閉。3.央行對無本金交割遠期外匯投機交易應有嚴格的規定，避免外匯過度投機。 (五)在產業政策應有的改革:1.未來高科技的發展，不應再依循以往政府專案資助的模式，宜交由市場機制，自行運作。2.政府只要提供良好的投資環境，並建立良好的制度與規範。3.企業界需培植高級人才，提升研發能力。 十、結論:(一)發生金融危機，市場運作偏離常軌，政府的短期救急措施顯得非常重要。(二)就中長期而言，為加速經濟結構的調整，因應泡沫經濟的衝擊，政府由擴大公共投資、貫徹自由化政策及加速產業升級三方面著手。(三)日本振興經濟方案偏重公共投資，且方案執行有時間落後。(四)日本財政赤字嚴重惡化，影響經濟復甦腳步。(五)日本主政者未針對經濟的病因，進行結構性改革。 十一、政策性意含:(一)慎評擴大內需效果。(二)貨幣政策應同時兼顧內需市場與國際市場。(三)政府需研擬整套金融改革方案。(四)日本金融改革給台灣的啟示。 第一章 緒論----------------------------------------------------1 第一節 研究背景與目的--------------------------------------1 第二節 研究內容與架構--------------------------------------4 第三節 研究方法與限制--------------------------------------7 第四節 研究期間與資料來源之限制----------------------------7 第五節 文獻回顧--------------------------------------------7 第二章 台灣金融危機的成因、後果及政府因應對策-----------------15 第一節 台灣金融危機的期間與背景---------------------------15 第二節 台灣金融危機的成因分析-----------------------------19 第三節 台灣金融危機的後果分析-----------------------------32 第四節 台灣金融危機的政府因應對策-------------------------40 第五節 台灣金融危機的政府因應對策效果評析-----------------58 第三章 日本金融危機的成因、後果及政府因應對策-----------------70 第一節 日本金融危機的期間與背景---------------------------70 第二節 日本金融危機的成因分析---------------------------- 78 第三節 日本金融危機的後果分析---------------------------- 85 第四節 日本金融危機的政府因應對策-------------------------89 第五節 日本金融危機的政府因應對策效果評析--------------------103 第四章 台灣與日本金融危機的成因、後果及政府因應對策 之比較----------------------------------------------- 114 第一節 台、日金融危機成因之比較分析----------------------114 第二節 台、日金融危機後果之比較分析----------------------119 第三節 台、日金融危機政府因應對策之比較分析--------------125 第四節 台、日金融危機政府因應對策效果之比較分析----------142 第五章 台灣與日本金融危機經驗給吾人之改革啟示----------------146 第一節 在銀行制度應有的改革------------------------------146 第二節 在貨幣市場應有的改革------------------------------154 第三節 在資本市場應有的改革------------------------------157 第四節 在外匯市場應有的改革------------------------------161 第五節 在產業政策應有的改革----------------------------------163 第六章 結論--------------------------------------------------166 第一節 本文主要發現--------------------------------------166 第二節 本文政策性意涵------------------------------------169 註 釋-----------------------------------------------------174 參考書目-----------------------------------------------------178

本論文主要在研究來台的大陸觀光客，在旅遊零售商店所表現的消費行為及衝動性購買行為。有別於以往以顧客的觀點來探討衝動性購買行為，本研究想要從服務陸客之銷售人員的角度，在與陸客互動的過程中，探討大陸消費者的行為；採用由銷售人員填答問卷的方式，收集他們的看法與觀察，作為實證研究的基礎，以進一步了解影響來台大陸觀光客的消費與衝動性購買行為。 本研究透過完整的架構，先介紹一般的消費行為及影響衝動性購買的相關理論與成因，再藉由問卷調查的方式，以銷售服務人員的觀察，來探討哪些變數，明顯影響大陸觀光客在旅遊零售通路的消費表現與衝動性購買行為。主要的探討與研究範圍包括：零售銷售服務、旅遊零售業特性、精品零售業、台灣旅遊零售業概況、來台大陸觀光客現況等，並進行質性訪談與問卷調查，以所蒐集的資料做統計分析與驗證比較，希望藉由量化的探索式研究，來解析目前以團體為主的大陸來台觀光客之消費行為與衝動性購買行為的形成原因。 總體來說，根據統計分析的結果發現，陸客的購買決策受到價格、折扣的影響力超乎預期，而且受到同行團體的影響也相當大，就是陸客個人會接受群體的意見，有順從團體規範的傾向，即所謂的從眾行為。反而是服務人員的銷售服務，對陸客的購買決策並無太明顯的影響力。所以，根據本研究的實證結果發現：除了消費者的個人因素，社會文化背景的因素可能是造成陸客產生從眾行為，進而影響他們衝動性購買行為的主要原因。 雖然台灣與大陸都屬大中華民族，在地域上屬於同一個文化區，然而，台灣受到日本百貨零售業的影響，零售銷售市場已經非常成熟，消費者比較早建立消費意識，銷售服務水準也比較進步；而大陸則到1979年才改革開放，仍屬於開發中國家，在消費習慣與銷售服務上與台灣的消費市場有一段差距，因此，中國顧客可能需要一段時間的改變，才能趕上已開發國家的消費模式與購物水準。 由於政府對於大陸觀光客的自由行可能會在近期開放，這個因觀光產業延伸出的商機與產值是非常可觀的；加上陸客普遍的衝動性購買行為，可能為台灣的旅遊零售業者帶來可觀的銷售金額。所以，本研究希望利用此次的研究調查結果，能幫助本地的旅遊零售業，更確實瞭解大陸顧客的消費特性與掌握他們的衝動性購買行為，並提供給旅遊零售業者，在訓練銷售團隊上的相關建議及策劃行銷活動時的參考，以期對於其營運管理與獲利有所助益。 / This study is mainly to explore the Chinese tourists’ consumer behavior and impulsive buying behavior at travel retailing stores while traveling in Taiwan. Different from other researches taking customer’ perspective, this study adopts sales associates’ point of view by conducting the questionnaire survey filled out by those who have experience in serving Chinese customers at travel retail stores. The questionnaires are targeting to collect the sales associates’ feedbacks and observations as an empirical research to find out the real causes of Chinese’ consumer behavior and impulse buying behavior in general. This research provides a comprehensive structure by starting an overall introduction of different theories about consumer behavior and impulse buying behavior, following by the elaboration of several topics, i.e. retail sales service, travel retail stores, luxury retails, the current status and development of both Taiwan travel retail industry and the Chinese tourists as consumers while traveling in Taiwan. Then, the quantitative and correlation analyses are made based upon the survey result of 143 questionnaires conducted in about two months and answered by about 150 sales associates from different travel retail stores. Therefore, the causes and the factors affecting the Chinese tourists’ consumer behavior and impulse purchase behavior while staying in Taiwan are thoroughly explored and overall understood. Basically, the findings from the questionnaire result are not quite the same as my initial hypotheses. First of all, Chinese customers are highly discount oriented as their purchase decisions are largely induced by discount offer and good pricing. Secondly, they are obviously affected by their tour companions (i.e. friends, family & members of group) and thus demonstrating so called the “herding” behavior, i.e. seeking the opinions from the group and usually conforming to the social norm. Moreover, Chinese customers do not really pay much attention to the performance of sales service provided by the sales associates. Therefore, the empirical results imply the social influence and culture background relatively cause Chinese customers’ herding behavior and thus bring out their impulse buying behavior. Regardless of the same nation, consumer shopping behavior in Taiwan and China may not be the same, given the different economic progress and retail development conditions. The retail industry, consumer awareness and sales services in Taiwan have reached a mature stage whereas that in China just taking off after 1979. Thus, it might take some time for Chinese to catch up with the customers of developed countries both in their consumption patterns and shopping behavior. With prospect of the opening of Chinese FIT (frequent individual traveler) market in the near future, Taiwan travel retail stores look forward to great expansion and substantial opportunities resulting from the impending growth of tourism business. Furthermore, the impulsive buying behavior will give the impetus to substantial sales revenue for those travel retail stores. Hence, the findings and evaluation from this research are expected to give some insights to their management team as well as to provide valuable information to their sales team for better understanding the Chinese consumers. Ultimately, it can practically assist travel retailers to effectively design their marketing activities and appropriately educate their sales team to provide Chinese tourists with the most satisfactory selling service

Esta dissertação estuda a urbanização do sertão nordestino entre os séculos XVII e XIX, vinculada ao diálogo que chamamos de curral de reses e curral de almas. Curral de reses tece as questões do fenômeno urbano no interior do Nordeste açucareiro, no que dizia respeito ao papel exercido pela pecuária extensiva no povoamento, na posse da terra e no desenvolvimento de aglomerados urbanos criados ao longo dos caminhos elaborados pelo gado. As reses tangidas do litoral devassaram o hinterland nordestino, criando aqui, ali e além caminhos, desmistificando o desconhecido. Posteriormente, essas trilhas foram usadas pelas autoridades coloniais e clericais para erguer aldeamentos missioneiros - currais de almas -, visando o bem material e espiritual da Igreja e da Ordem de Cristo e a conversão dos nativos. Curral de almas busca esclarecer a ação da Igreja Católica, unida ao Estado português, no que cerce a fixação e congregação tanto do índio tapuia como dos sertanejos nômades (que \"vadiavam\" pelo território), primeiramente em aldeamentos missioneiros, depois em núcleos urbanos estrategicamente locados no território. Focalizamos o trabalho missionário dos jesuítas, capuchinhos e oratorianos na elaboração de reduções religiosas principiadas a partir da segunda metade do século XVII. Selecionamos a cidade pombalina de Oeiras (PI) e as vilas de índios Monte - Mor o Novo da América (CE) e Crato (CE) como estudos de caso, no intuito de analisar a influência da pecuária, dos caminhos do gado, das determinações provenientes de Lisboa e do papel eclesiástico da igreja em seus traçados intraurbanos. / This dissertation analyzes the urbanization process in the Brazilian northeastern hinterland between the 17th and the 18th centuries as connected to the so called Curral de Reses (Cattle Corral) and Curral de Almas (Souls\' Corral). Curral de Reses (Cattle Corral) investigates the several aspects of urbanization in the sugar-producing Northeast, relating it to the role of extensive cattle ranges in the process of population growth, to the land ownership and to the development of hamlets alongside the herding trails. The herds pushed from the coast, broke through the Brazilian northeasterner hinterland, creating hither, thither and yonder new pathways, therefore demystifying the unknown. Later in time, these trails were used by colonial and clerical authorities to start missionary settlements - \"Currais de Almas\" (Souls\' Corrals)- that aimed at the material and spiritual welfare of the Church and the Order of Christ and the conversion of the native peoples. \"Curral de Almas\" investigates the activity of the Catholic Church associated to the portuguese government as the \"Tapuia \" native people and the itinerant cowboys (who \"bummed\" around the land) settled and congregated at first in missions and later in strategically located urban centers. Another focal point has been the investigation of the missionary work of Jesuit and Capuchin friars as well as \"The Congragation of the Oratory\" in the construction of religious settlements as early as the second half of the 17th century. The town of \"Oeiras\" (PI) -created by the Marquis of Pombal- and the Indian villages \"Monte-Mor o Novo da América\" (CE) and \"Crato\"(CE) were selected as case studies, attempting to analyze the influence of cattle industry, herding trails, determinations from Lisbon and the church in the planning of the urban center.

Bakgrund: Under de senaste åren har svenska investerares intresse för hållbara investeringar ökat. Tidigare studier har genomförts för att identifiera vem den hållbara investeraren är, varför de väljer att investera hållbart och hur de går till väga. Däremot finns det fortfarande behov av vidare forskning på den svenska marknaden varav en kunskapslucka identifierats. Syfte: Syftet är att via en kvantitativ studie undersöka vilka demografiska faktorer som kännetecknar svenska, hållbara investerare. Studien ämnar även att undersöka vilka motiv och tillvägagångssätt som ligger till grund för hållbara investeringsbeslut på den svenska finansmarknaden. Metod: Studien har tillämpat en kvantitativ metod, deduktiv ansats, och en ickeexperimentell tvärsnittsdesign. Det empiriska materialet samlades in via en digital enkätundersökning via ett bekvämlighetsurval. Undersökningen resulterade i totalt 469 användbara svar som sedan analyserades via regressionsanalyser. Resultat: För de demografiska faktorerna är det endast kön som har ett 5 procent signifikant samband med den beroende variabeln. Resultatet visar även att samtliga undersökta motiv och tillvägagångssätt, med undantag för flockbeteende, har ett 5 procent signifikant samband med den beroende variabeln. Slutsats: Ambitionen med studien var att öka förståelsen för hållbara investeringar från den privata investerarens perspektiv. Således har studien bidragit med en förståelse för vem den svenska, hållbara investeraren är, hur den går till väga och varför den investerar hållbart. / Background: In recent years, Swedish investors have shown an increasing interest in sustainable investments. Previous studies have been conducted to identify who the sustainable investor is, why the investor chooses to invest sustainably and what strategy he or she uses. However, there is a need of further research in the Swedish market, whereof a knowledge gap has been identified.  Purpose: The purpose of this study is to investigate what demographic factors that characterize Swedish, sustainable investors. The study also intends to examine the motives and strategies used in the sustainable investment decision. Methodology: The study has applied a quantitative method, deductive approach, and a non-experimental cross-sectional design. The empirical material was conducted via a digital survey based on convenience sampling. The survey resulted in a total of 469 useful responses which were then analyzed via regression analyzes. Results:  The result shows that the demographic factor gender is the only independent variable with a 5 percent significant impact on the dependent variable. The result also shows that all examined motives and strategies, with the exception of herding, have a 5 percent significant impact on the dependent variable.  Conclusion: The aim of the study was to increase the understanding of sustainable investments from the perspective of the private investor. Thereby, the study contributes with an understanding of who the Swedish, sustainable investor is, what strategy the investor uses and why the investor invests sustainably.

Generation Z har under sin korta tid som investerare på den finansiella marknaden varit med om en säregen börskrasch till följd av coronapandemin 2020. Börskraschen 2020 var unik i förhållande till tidigare börskrascher såsom IT-kraschen 2000 och finanskrisen 2008 eftersom marknaden återhämtade sig och nådde nya rekordnivåer inom ett halvår. Samtidigt stod svenska investerare under de första månaderna av 2022 inför ett nytt ras där den genomsnittliga aktien på Stockholmsbörsen sjunkit med ungefär 36% från dess högsta nivå under perioden 2020–2022 till följd av en hög inflationstakt samt Rysslands invasion av Ukraina. Forskningen kring den yngsta gruppen investerare, generation Z, som saknar erfarenhet av långvariga osäkra marknadsförhållanden är bristfällig och ger därmed upphov till en ny grupp investerare att studera. Studiens syfte är att studera hur riskbenägenhet samvarierar med börspsykologiska bias, kognitiv reflektionsförmåga och erfarenhet från tidigare finansiella kriser samt hur dessa faktorer skiljer sig mellan generation Z och tidigare generationer. Studien finner att generation Z till större del faller för samtliga börspsykologiska bias förutom överreaktion och visar på ett flertal signifikanta skillnader mellan generation Z och äldre generationer. Resultatet visar även att anchoring och konfirmeringsbiassamvarierar signifikant med riskbenägenhet och att den största skillnaden mellan generation Z och äldre generationer kan hänföras till börspsykologiska bias. / Generation Z has during their short time as investors experienced a market crash due to the covid-pandemic in 2020 but also a quick recovery in the same year where the market reached a new all-time high. The market crash in 2020 was unique compared to the crash following the burst of the Dot-com bubble in 2000 and the financial crisis in 2008 because of the quick recovery of the stock market that led to new all-time highs. However, during the first months of 2022, Swedish investors were once again experiencing a market crash where the average stock on the Stockholm stock exchange had lost more than 36% of its value since their peak between 2020-2022 due to high inflation and Russia’s invasion of Ukraine. The youngest group of investors, generation Z, lacks experience from long-lasting uncertainties in the stock market. Research regarding generation Z is insufficient which gives rise to a new group of investors to study. The purpose of the thesis is to study the relationship between risk tolerance and psychological biases, cognitive reflection and experience from previous stock market crashes and how these factors differ between generation Z and older generations. The thesis finds that generation Z is indicated to be more affected by every psychological bias except overreaction and finds several significant differences between generation Z and the older generations. The result also shows that confirmation bias and anchoring have a significant relationship to risk tolerance and that the largest differences between generation Z and older generations are derived from psychological biases.

Bakgrund: Coronapandemin präglade under lång tid människors vardag såväl som de finansiella marknaderna. Den kraftiga nedgången i februari - mars år 2020 och den rekordsnabba återhämtningen påverkade privatinvesterare. Dessa investerare stod inför tuffa beslut, och präglades av stress och oro. Under volatila tider sker inte alltid rationella beslut, och denna typ av beslutsmiljö kan påverka investerare att vara mer mottagliga av psykologiska bias. För att undvika att gå i samma fällor, är det av intresse att kartlägga börspsykologiska faktorers påverkan på privatinvesterares agerande och vilken effekt det har på deras diversifiering i aktieportföljen. Eventuella skillnader i agerande under börsnedgångarna visar även om investerarna själva lärde sig någonting från den första börsnedgången och ändrade sitt beteende till den andra börsnedgången. Syfte: Syftet med studien är att kartlägga privatinvesterares agerande på aktiemarknaden under Coronapandemin. Detta för att kunna uttala sig om, privatinvesterares beteende under börsnedgången i februari - mars 2020, samt den andra börsnedgången i oktober samma år. Genom att undersöka två tidsperioder går det att observera skillnader i beteende. Metod: Studien använde sig av en enkätstudie med tvärsnittsdesign för att på generell nivå ha möjlighet till att uttala sig om privatinvesterares agerande under börsnedgångarna. Slutsats: Studien har visat att samtliga undersökta börspsykologiska bias har påverkat privatinvesterare under båda börsnedgångarna men det finns dock skillnader mellan perioderna. Om respondenterna själva får beskriva deras agerande har många angett att de har agerat rationellt under krisen, något som tidigare forskning också konstaterat. Diversifieringen har ökat i aktieportföljen efter börsnedgångarna, jämfört med hur det såg ut vid slutet av 2019. Det är dock inte säkerställt att detta är en effekt av nedgångarna. Slutligen finns det även skillnader i börspsykologiska faktorer och diversifiering mellan demografiska faktorer och erfarenhet från tidigare kriser. / Background: The Corona pandemic has affected people’s everyday life as well as the financial markets. The big decline in the stock market that happened in February-March 2020 and the record fast recovery impacted private investors in a big way. Investors had difficult decisions to make during times of stress and worry, which does not always lead to optimal decisions. The investors could be more affected by biases during times of crisis. To avoid walking into the same traps again it is of investor’s interest to map psychological biases and how they affect the diversification in their stock portfolios. Eventual differences in behavior between the stock market decline in February-Mars and the one in October could be spotted by comparing the two periods. This would show if the respondents themselves learned from the first stock market decline to the second one, hence changing their behavior. Purpose: The purpose of this study is to map private investors’ behavior in the stock market during the Corona pandemic. This will make it possible to discuss private investors’ behavior during the stock market declines in February-March 2020 as well as the one in October the same year. This will make it possible to see differences in behavior. Method: The study used a survey study with cross-sectional design to be able to discuss private investors’ behavior at a general level. Conclusion: The study has shown that all studied psychological biases to affect private investors during the stock market declines, showing there are differences between these periods. If the respondents describe their own actions, then many of say themselves that they acted rational during the crisis, something that previous studies have shown. The diversification has also increased after the stock market declines compared to how it was at the end of 2019, but it is not certain that it is an effect of the stock market declines. There are also differences between demographic factors and experience from previous crises with regards to psychological biases and diversification.