The Influence Study Of Individual Investors’ Attention To Accounting Information In Stock Forum On The Market

The main purpose of this study was to measure individual investors focus on accounting information. Accounting standard setters and financial information providers are interested in individual investors’ use of accounting information, but find it difficult to assess with conventional data sources. With the rapid development of Internet, investors can be published on the Internet not only their view of market recent performance, also can communicate in the network BBS and all kinds of investment information and market forecast for the deal. The development of network BBS for the research of individual investors focus on accounting information provides a unique medium. Participants stocks on the forum are mostly individual investors, who in various ways to express their opinions freely, and some potential participants will get information by browsing posting content. Therefore, it can spread to investigate the effect of accounting information for individual investors by analyzing the behavior of the stock posting content on the forum.This paper randomly searched 60 stocks right forum to post information on millions of discovered accounting information which relates to a very wide range, and found individual investors interested in accounting information will include the assets, earnings, net income, earnings per share, etc. Keywords, which may provide some reference for the study of accounting information disclosure. And the expected, individual investors will react earnings release. Based on the statistical sample data found that the frequency of accounting keyword appears on the web forum will publish results reported a significant increase in the period. This article examines the impact of stocks at the same time characteristics of the individual investor to note that the business environment, the industry and the market sector will affect individual investors focus on accounting related information. Finally, this paper focus on the behavior of individual investors and investment income of accounting information, the use of regression models confirmed the presence of some correlation between the two, indicating that individual investors will have an impact on the accounting information concerns his investment. Based on these studies found that individual investors accounting information released is very concerned about, research individual investors focus on accounting information for individual investors to provide some help to find outside the market value of information and the effective use of information, but also in favor of the stock market regulators forum posting conduct supervision to prevent the spread of false information on the forum, to provide investors with a good information exchange platform.