Examining the relationship between Internet usage and online investing for women.

摘要

Women throughout the United States have started playing a bigger role in the investing realm. While women still lag behind men when it comes to investing and retirement savings, a whole new generation of women have become the target of online investing firms (Libbon, 2001). Currently, no other studies have been conducted that focus solely on women's investing patterns and what components impact their investment practices. There have been studies that have looked at investing patterns and online investment tools, but nothing has been examined concerning women's investment choices and preferences. In this study, four variables---socioeconomic class, attitude towards money, technological knowledge, and financial knowledge---were studied to determine how they relate to a women's decision to invest online. The findings, which showed that financial knowledge and socioeconomic status have the most influence on investment decisions, could be used by online brokerage firms and other financial institutions in determining how to target certain groups of women and match them with customized investment products. The quantitative methodology presented in this study would be beneficial to brokerage firms seeking to appeal to different groups of women. The research provides a means to cater to female consumers' investment needs on a more personal level. The study also opens the door for future research projects regarding the impact of risk on investing opportunities.