IMPACT OF INVESTORS’ ATTITUDE TOWARDS THE BEHAVIOURAL INTENTIONS OF STOCK MARKET PARTICIPANTS

Abstract

“Theory of Planned Behavior” posits person’s abilities, control, and willingness can explain the desire to display certain behavior Ajzen (1991). Ajzen and Fishbein (1975) propagated a theory trying to explain the association between attitude and behavior known as “reasoned actions theory”. Since attitude impact behavioural intentions, the underlying study tries to utilize this theory to establish the same for the individuals’ investors’ perceptions of making investment in the market. Although several studies have been conducted to analyze the effect of investor’s attitudes on perceived investment decision or decision intentions of stock market participants, there have been very limited studies that explained the role of moderating variables. In the context of Nepal as well, there have been studies which addressed the impact of investor’s attitudes on investment decision.