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The purpose of this paper is to examine how signals of uncertainty in the media affect retail investor decisions and initial public offering (IPO) underpricing through theoretical and empirical methods.

The authors construct a theoretical model of the influence of media signals on IPO pricing, which describes the micro process in which uncertain signals in media influence retail investors’ decisions and IPO underpricing. Besides, the authors take 516 small and medium-size enterprises (SMEs) listed in A-share from July 2009 to December 2012 as samples for empirical tests and establish an in-depth learning model for text analysis with Java programming to measure Chinese media tone. Finally, the results of the model analysis are verified by empirical results.

The results show that authoritative media with high credibility can reduce the uncertainty of information sources attract more investors’ attention and improve the valuation and demand of retail investors. The higher the media credibility is the higher the IPO underpricing rate is. The uncertain tone of the media will increase the decision-making cost of investors reduce the valuation expectation and demand of the secondary market and lead to a lower IPO underpricing rate.

The authors study the influence of the uncertainty of media source and media content on the degree of IPO underpricing of SMEs. This is a useful supplement to the Chinese media tone research system that is still in the exploration stage. The research has reference value for government regulation and investor decision-making.