People come into Bitcoin because they hear about it all over the place. They see news about the booms, success stories, and about people who have been doing well with BTC trading that they decide it's great to jump into without knowing anything about it. That's the issue here. No one should be getting into Bitcoin without realizing that they have the potential to lose everything.
With that said, many of these price rises come right after some good news is spread about the coin. If there's good news, people flock into the coin and try to buy as much as they can because they want to make profits on the rise up.