Factor Affecting Individual’s Investment Intention: An Empirical Analysis

ABSTRACT

The main purpose of present study is to understand the key elements affecting individual investors behavior thoroughly. The data for the study has been collected through a questionnaire. For the analysis of data, inferential analysis and descriptive analysis were used. For descriptive analysis, SPSS has been used and for inferential analysis, AMOS has been used. This study has demonstrated that behavioral intention to invest in the financial market has a direct, significant and favorable association with attitude and PBC. This study also discovered that attitude is crucial in determining intention toward financial market investing. Financial Institutions or firms could offer all the necessary information to improve a positive attitude, given the significance of attitude while deciding behavioral intention. PBC has an impact on the choice to use investments as well. Using marketing techniques and training, stock brokerage companies can increase investors PBC levels and their likelihood of investing in the financial sector.

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