The effect of financial attitude, financial behavior and subjective norm on stock investment intention

Abstract

The focus of this study was on the behavioral aspect of investment. To understand
the investment intention of stockholders, the objectives of this study aimed to
investigate the relationship of several factors and their influence on the investors’
intention to invest in the stock market. The approach of this research was to apply
the theory of reasoned action to explore the relationship among determinants of
stock investment intention. The study aimed to explore the factors influencing
stock investment intention, which is important to understand the intention of the
stock investors regarding the determinants. The major determinants included
financial attitude, financial behavior, and subjective norm indicating positive
effects on stock investment intention. Managerial implications and directions for
future research were provided. The contribution of this study is the scale of stock
investment intention the authors developed.