以在证券交易部散户大厅进行交易的北京股民群体为研究对象,采用分层调查分析、统计推断的方法就其群体特征和媒介接触行为展开研究。不同年龄层次、文化程度、收入水平,及不同城区和性别的股市人口在报刊杂志、广播电视、网络和股民交流等信息渠道的选择上表现出一定的倾向性。以人口学背景变量为主的非行为因素的解释能力强于行为因素。 Taking the Beijing stockholder groups traded in the retail hall of the securities trading department as the research object, the paper conducts a research on their group characteristics and media contact behavior by stratified investigation and analysis and statistical inference. The stock market population of different age groups, educational level, income level, and different urban areas and gender showed some tendencies in the selection of information channels such as newspapers, magazines, radio and television, internet and stock exchanges. Non-behavioral factors dominated by demographic background variables are better explained than behavioral factors.