Abstract:
In this study, we measured the effects ofthe financial attitude and Factors Affecting Financial
Attitude on investment activity ofstock traders during the covid -19, in Pakistan. The study is
conducted to know the behavior of people and their volitional action during the global crises
situation. Basically it is the measurement of impulsive behavior and decion making pattern,
and what are the financial knowledge factor that are affecting and influencing the behavior to
take action or decision. Deductive approach was chosen as the research methodology for this
study with the participants of 350 since it enables quantitative concept assessment as well as
generalization of research findings. Results revealed that optimism towards financial
matters and investment has a positive influence on trading activity of the stock investor
specially during the pandemic, as investors saw an opportunity in the highly discounted
markets. Also, the findings demonstrated that Financial anxiety has a positive relationship with
urge to buy and investors performed well in pressured situation. The results revealed that
impulse trading tendency has a positive relationship with financial anxiety.
