Modeling of purchase intention for stock market individual investors

Document Type : Original Article

Authors
ebrahim beheshti 1
Kambiz Hamidi 2
Tohfeh Ghobadi Lamuki 2
Mohammad Aidi 3
Javad Nik Nafs 2
1 Phd Student, Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
2 Assistant Professor, Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
3 Assistant Professor, Department of Management, Ilam University, Ilam, Iran
10.30495/jik.2024.77211.4492
Abstract
One of the most competitive markets of any country is the stock market. In this high transaction and sensitive market, many factors affect the purchase intention of investors (especially individual investors). The purpose of the current research is to design the purchase intention model of individual investors in the stock market of companies that are admitted to the Tehran Stock Exchange (TSE). First, the effective factors on investors to create purchase intention were identified by qualitative research method and the initial model designed. In the quantitative step, a questionnaire was designed to evaluate the validity of the model. For this purpose, 550 individual investors of TSE were selected in an accessible and targeted method. The structural equation modeling method and SPSS and AMOS software were used to estimate the model. Based on research findings, 51 factors were identified and classified into 9 categories. In these findings, several factors including subcategories related to brand, product, and position were identified for the first time, which was one of the innovations of this research.
Keywords
purchase intention
stock market
individual investor
hybrid research
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