碩士 / 國立臺北大學 / 國際財務金融碩士在職專班 / 103 / After the financial crisis of 2008, the uncertainty of investment risk booms up that results in economic recession and the upturn of economic prospects is doubtful; the turnover in Taiwan Stock Exchange (TWSE) continuingly reaches new record low since then. Once the invenstors have no strong willingness of investment, will it impact on the willingness of buying finance magazines to obtain information for stock investing? The amount of turnover is an indicator for the briskness of trading in stock market, in this work, we explore the correlation between turnover of TAIEX (Taiwan Capitalization Weighted Stock Index) and the retail sales of a finance magazine to construct a prediction model, which will suggest the circulation of next issue basing on the TAIEX turnover to achieve better cost control, consequently, and to avoid too few circulation to loose revenue and also prevent from the cost wasted for overproduction. This survey is applied to a weekly stocks magazine M in Taiwan as a case study.Regression analysis (RA) is selected as the holistic approach for a comprehensive study; the constructed regression model provides further explanation to the empirical results. RA is a statistical process for estimating the relationships among variables, the focus is on the relationship of associated direction and strength between a dependent variable and one or more independent variables, and the goal is to construct mathematical models to predict how the typical value of the dependent variable changes when any one of the independent variables is varied.The data used in the case study is the annual circulation of the weekly stocks magazine M in financial crisis 2008 and the latest one in 2014. The magazine M is issued on a weekly basis, therefore weekly turnover of TAIEX is adopted and is sourced from Taiwan Economic Journal (TEJ).The results show TAIEX turnover is positively correlated with the retail sales, and the constructed prediction model is able to maximize the marginal effect on magazine publisher’s revenue.
| Identifer | oai:union.ndltd.org:TW/103NTPU1304027 |
| Date | January 2015 |
| Creators | Lin,Yun-Qi, 林筠騏 |
| Contributors | GOO, Yeong-Jia, NIEH, Chien-Chung, 古永嘉, 聶建中 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 46 |
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