Title: Learning, attitude, and biases: how are they related to intention of individual investors?

Authors: Saroj Kumar Sahoo; Shradhanjali Panda; Sandhyarani Sahoo; Bidhu Bhusan Mishra

Addresses: Department of Business Administration, Sambalpur University, Sambalpur, 768019, India ' Department of Business Administration, Ravenshaw University, Cuttack, 753003, India ' G.M. University, Sambalpur, Odisha, 768001, India ' Sambalpur University, Burla, Sambalpur, 768019, India

Abstract: Marketers of financial products are always interested to study the attitude of investors, but rarely any researcher or industry practitioner focused on the factors that precede the attitude in order to reach the purchase intention of financial customers (individual-investors). Hence, this study is intended to investigate the structural relationship of 'purchase-intention' with 'attitude' and 'learning'. This study followed experimental research design along stratified sampling method, where the sample size is 526. With the structural equation modelling (SEM), mediation and moderation testing, it is proved that learning of financial customers have significant positive effect on behavioural intention with significant mediating effect of 'attitude'. The model is invariant over gender and marital status. So, the marketing strategists or planners of financial products can strategise the learning to form favourable attitude of financial customers that ultimately develop positive intention of the concerned individual investors, which also justify the novelty/contributions of the present study.

Keywords: investors; learning; attitude; intention; biases; financial customers.

DOI: 10.1504/IJLC.2024.141947

International Journal of Learning and Change, 2024 Vol.16 No.6, pp.612 - 635

Received: 16 Oct 2023
Accepted: 22 Jan 2024
Published online: 03 Oct 2024 *

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