aManagement, College of Management Mahidol University, Phayathai, Bangkok 10400, Thailand
*Corresponding author, e-mail:
p.chaithanapat@gmail.com
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.
Keywords
financial attitude, financial behavior, stock investment intention, subjective norm, Thailand