本論文分為兩部分，第一部份為以台灣之封閉型基金探討訊息事件下之投資者敏感性與市場效率性。第二部份為以東南亞六家國家基金探討投資者過渡反應之現象同時研究訊息分類後之訊息效果。 / This dissertation studies investors’ sentiment to dramatic public information events and the news effect on the valuation of closed-end funds. There are two main issues included in this dissertation. For the issue of investors’ sentiment, we employ domestic closed-end funds from Taiwan to test how political information events affect fund share price and net asset value. The political information events employed are the 1996 and 2000 presidential elections in Taiwan, including prominent political events ahead of the elections. For the other issue of news effect on the valuation of closed-end country funds, the six Asian country funds listed on the New York Stock Exchange are employed and the country-specific news are culled from the headlines shown on the front page of The New York Times. For investors’ sentiment, we examine how dramatic political news and events affect closed-end fund data, fund price, and net asset value, using a sample of Taiwan data. We use data from Taiwan, because its stock market has been repeatedly affected by political events. We develop a theoretical model to show how information shocks would affect the discounts on closed-end funds. In designing the model, which is tested below, we start by assuming that the information shock is consistent with market efficiency. Our empirical results show that, even though this assumption is corroborated by three out of four events, the remaining one event in four induces changes which are inconsistent with market efficiency. This provides support for the theory of the preponderance of investors’ sentiment. The results also show that the return on fund share prices and the return of net asset value (NAV) move in the same direction and the impact of information shocks to the return of fund share price and return of NAV have mostly the same sign. Although the results from domestic funds, with fund share prices and NAV that are valued in the identical market, tell us that there exists investors’ sentiment, we intend to resolve what the information effects are on the valuation of closed-end country funds that have fund share prices and NAV valued in two different entities/markets. We use a sample of six Asian country funds, listed on the New York Stock Exchange, to test whether salient country-specific news affects investors’ reaction around the Asian financial crisis period. Our results show that in regular weeks, fund share prices react less to changes in fundamentals. In weeks with salient news appearing on the front page of The New York Times, fund share prices react much more than those in regular weeks. We also find that economic news affects the adjustment process of fund share prices more significantly before and during the Asian financial crisis periods. These results are consistent with the hypothesis that news events play a role in the magnitude of investors’ reaction to changes in the fundamental values of closed-end country funds. As to the reaction of volume to news, the results show that news effect is significant in full sample period. For the reaction of volume to categorized news, economic news is significant in full sample period. In sum, the results from either domestic funds or country funds all show that news events/information do play a role in individual investors’ sentiment. The phenomenon is more conspicuous during a financial crisis period.

政府在傳達政令時需藉由宣導訊息與民眾溝通，而訊息設計必須考量不同訴求、結構和表現的搭配，來呈現不同的宣導內容。本研究目的有三：1.不同年代的交通安全宣導廣告訊息內容表現之差異。2.不同主題的交通安全宣導廣告訊息內容表現之差異。3.目標閱聽眾（target audience）對於交通安全宣導節目訊息的認知效果。 本研究以內容分析法與焦點團體訪談（FGD）進行交通安全宣導廣告與電視節目個案研究，研究結果發現： （一）訊息訴求的運用：年代、主題不同與訊息訴求方式無關。（二）訊息結構的運用：年代早期傾向運用正反面訊息並陳的「雙面訊息」來呈現廣告內容，而近期較多單獨使用正面或反面訊息的「單面訊息」廣告。（三）訊息表現的運用：不同年代在「語言」、「音樂」、「旁白」、「配音人員效果」、「場景」和「演出人物人數」的運用上有顯著差異；而不同主題在「場景」和「演出人物人數」的運用上有顯著差異。（四）「劇情式」節目比「趣味競賽式」節目具有較佳的宣導效果。

本研究探討上市公司宣告發行與正式發行可轉換公司債對於股價報酬率的影響,並配合預期轉換期間觀點的介紹,探討可轉換公司債內含的債卷與權益性質是否影響發行的股價表現. 本研究取樣民國79年至87年2月在臺灣證卷交易所上市的國內可轉換公司債為研究對象,共有69個樣本,分別針對宣告日與發行日前後20個交易日進行異常報酬分析,並且以異常報酬為應變數,預期轉換期間和其他控制變數為自變數進行多元迴歸分析,得到以下的結論:1.臺灣企業發行的可轉換公司債普遍為權益型的可轉換公司債,轉換 期間較短,權益性質較強,因此宣告時股價表現與權益型證卷較類似 ,股價有負面反應.2.預期轉換期間的長短和發行時異常報酬有顯著正向關係,表示預期轉 期間愈長,權益性質愈強,發行時股價表現榆.3.股價報酬率波動度和發行時異常報酬有顯著負向關係,表示股價波動度愈大,內含選擇權的價值愈高,權益性質愈強,發行時股價表現愈差. / The research will analysis the impacts of average and cumulative abcdrmal returns of the underlying stocks of the convertible bonds ann-ouncements and issues by means of events study and GARCH model. And then, we introduce time to expected conversion, we can divide samples into bond-like and equity-like convertible bonds, and through the multipleregression analysis, whether or not there is abcdrmal returns because ofbond and equity characteristics embeded in the convertible bonds can thenbe determined. Our research will be conducted a convertible bonds set from TaiwanStock Exchange from 1990.4 to 1998.2, the empirical results shows that:1.The convertible bonds issued in Taiwan is usually equity-like, time to expected conversion is very short and equity characterisitcs is very strong, the underlying stock prices is smiliar to equity securities at the announcements of a new issuance and have a negative abcdrmal returns. 2.Time to expected conversion is significant positive to two-day period abcdrmal returns at the issuance day, this results shows that when this time is longer and is easier to converse, the convertible bonds is more equity-like and negative effects of the underlying stocks is larger. 3. The volatility of underlying stocks is significant negative relation to two-day period abcdrmal returns at the issuance day, this results shows that when this volatility of returns is larger and it can increase the value of the options embeded in the bonds, the convertible bonds is more equity-like and negative effects of the underlying stocks is larger.

隨著台灣加入世界貿易組織(WTO)及國際資本市場進一步地整合，國際融資工具如海外存託憑證及海外可轉換公司債近年來備受企業的喜愛，成為企業進行海外市場擴張的一大利器。尤其近二、三年來台灣更掀起發行海外可轉換公司債的籌資風潮。本研究目的在了解此現象對公司價值的影響及市場投資人相關的反應。 本文針對1993至2001年間台灣上市、上櫃公司成功發行的61檔國內可轉換公司債及35檔海外可轉換公司債進行實證研究，主要結論如下： 1. 宣告發行時的訊息效果方面，ECB發行公司不論是宣告發行前後一週或二週的股價累積異常報酬都顯著為正，但CB發行公司卻不然，前者優於後者。 2. 發行海外可轉換公司債及國內可轉換公債發行公司特性差異方面，不論是二獨立樣本T檢定、Mann-Whitney U 檢定及Logistic檢定，結論皆一致：公司規模愈大，轉換溢價幅度愈高、市場利率差愈高的公司愈易傾向發行海外可轉換公司債。此外，二種發行公司發行前的營運績效並無顯著不同。 3. ECB和CB宣告發行時價格效果的不同，和「與國內籌資相比，發行海外可轉換公司債有較高的融資空間」的假設無關，融資空間假設不成立；但和「與國內籌資相比，發行海外可轉換公司債的融資成本較低」的假設有關，融資成本假設成立。 4. 投資人對公司轉換溢價隱含的對未來股價成長的信心及未來資金成本的降低才是解釋宣告發行時價格效果的因子。 5. 投資人給予海外可轉換公司債相對較高的短期價格反應確實表現在海外可轉換公司債發行公司長期較佳的營運績效上。 / With Taiwan’s entrance to the World Trade Organization (WTO) and further integration among international capital markets, international financing tools, such as Global Depositary Receipt (GDR) and European Convertible Bond (ECB) have become popular. For the past few years especially, companies in Taiwan have heavily used ECB as their leading financing tools. This study focuses on how investors in Taiwan response to the issue of ECB and CB. Using 61 CB and 35 ECB samples from Taiwan companies during 1993 and 2001, this study comes to the conclusions as follows: 1. Companies that issue ECB have higher announcement effects than companies that issue CB. 2. Companies with larger size, higher conversion premiums, and higher interest spreads tend to issue ECB instead of CB. There is no significant difference between the pre-issue performance between ECB and CB companies. 3. The hypothesis that “ECB companies have higher debt capacities than CB companies” is not verified. However, the hypothesis that “ECB companies have lower cost of capital than CB companies” is supported. 4. The conversion premium that signals companies’ confidence for the stock price and lower cost of capital in the future is the main factor to explain the announcement effects of ECB and CB. 5. In comparison to CB companies, ECB companies have better post-issue performance which can be supported by their better announcement effects.