INVESTIGATING THE EFFECT OF PERCEIVED RISK AND PERCEIVED USEFULNESS ON THE PURCHASE INTENTION OF POTENTIAL INVESTORS IN STOCK EXCHANGE IN AHVAZ WITH THE STUDY OF THE MEDIATION ROLE OF INVESTORS’ ATTITUDE

Mohammad Karimi Fard

Volume : IV, Issue : VIII, August - 2015

INVESTIGATING THE EFFECT OF PERCEIVED RISK AND PERCEIVED USEFULNESS ON THE PURCHASE INTENTION OF POTENTIAL INVESTORS IN STOCK EXCHANGE IN AHVAZ WITH THE STUDY OF THE MEDIATION ROLE OF INVESTORS’ ATTITUDE

Mohammad Karimi Fard

Abstract :

Given the importance of the stock exchange in the economy as well as increasing investment in the stock, this study examines the impact of perceived risk and perceived usefulness on the purchase intentions of potential investors in stock exchange in the city of Ahvaz, while examining the mediation role of investors� attitude. Structural equation modeling has been used in order to evaluate the effects and explore the relationships. The results showed that the variables of perceived usefulness and attitude have a significant relationship with the intention of investing in the stock market and the perceived risk variable does not have a significant relationship with the intention of investing in the stock market, also perceived usefulness increases the attitude and consequently increases the intention of investment, but the perceived risk did not increased the attitude and consequently did not increases the intention to invest. The results of this study leads to a general understanding of the investments in the stock market and provides a useful empirical analysis of the kinds of investments in this field.