금융소비자의 투자자 관심이 투자의사결정에 미치는 영향- 서학개미의 테슬라와 엔비디아 주식매매를 중심으로

This study analyzed how investor attention of South Korean individual investors, referred to as “Seohak ants,” affects investment decisions for Tesla and Nvidia in order to deeply understand the investment behavior of domestic individual investors in overseas stocks and to reveal the causal relationship between investor attention and investment decisions. To this end, we measured investor attention through Naver search volume and examined the effects of the number of media articles and YouTube content on Naver search volume and daily trading volume. The results of the study showed that, first, media articles and YouTube content affected Naver search volume, and YouTube content in particular had a stronger and more continuous effect. Second, it was confirmed that investor attention affected actual trading behavior as trading volume increased as the level of investor attention increased. Third, investor attention functioned as a mediating variable between media articles and YouTube content and trading volume. This study can be used as important basic data for understanding domestic individual investors’ overseas stock investment behavior and suggests implications for financial companies’ information provision methods and investor education.