Investigation of the role of psychological and performance factors on willingness to invest in stock market with mediating role of investor satisfaction and perceived risk of investors

Subject Areas : Financial Knowledge of Securities Analysis

Soleil Jafari ¹ (Ph.D. Student. Department Of Accounting, Gorgan Branch, Islamic Azad University, Gorgan, Iran)
mansour garkaz ² (Department of Accounting, faculty of human sciences, Islamic Azad University of Gurgan, Gorgan, Iran)
Parviz Saeedi ³ (Associate Professor of Management and Accounting, Ali Abad Katoul Branch, Islamic Azad University, Ali Abad Katoul, Iran.)
alireza matoufi ⁴ (Assistant Prof. Department Of Accounting, Gorgan Branch, Islamic Azad University, Gorgan, Iran)

Received: 2021-05-04 Accepted : 2021-05-04 Published : 2021-02-19

Keywords: Perceived Risk - Mental Welfar, Investor Awareness,

Abstract :

The purpose of this study was to investigate the role of psychological and performance factors on willingness to invest in the stock market with the mediating role of investor satisfaction and perceived investor risk in Iran. This research was conducted in 1977 and is methodologically developmental-exploratory. The statistical population of this research is customers of Tehran brokerage companies. The sampling method is available and since the number of community members is unlimited, the sample size should be 384 according to Morgan's table, so the distribution of the questionnaire was randomly distributed among the investors until the responses were sufficient. A total of 384 questionnaires were collected. Structural equation modeling and path analysis were used to analyze the research data. SPSS 23 and SmartPLS3 software were used for data analysis and the findings showed that perceived risk and investor satisfaction were used. They have a mediating role in the relationship between psychological and performance factors on the willingness to invest in the stock market.

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