DETERMINANTS OF FINANCIAL ATTITUDE AND ITS IMPACT ON INVESTMENT ACTIVITY OF STOCK INVESTORS DURING THE COVID-19 PANDEMIC, IN PAKISTAN

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.