THE INFLUENCE OF ARTIST ON THE INVESTMENT BEHAVIOR OF RETAIL INVESTORS IN THE STOCK EXCHANGE OF THAILAND

Abstract

This research aimed to study personal and artist factors affecting investment behavior and compare types of investors from artist factors affecting investment behavior of retail investors in the Stock Exchange of Thailand. The study's results found that 1) Personal factors from the perspective of gender and different securities trading experiences affect investment behavior Considering risk acceptance of retail investors in the Stock Exchange of Thailand. Personal factors as to status affect investment behavior Regarding investment objectives and investment decisions of retail investors in the Stock Exchange of Thailand. 2) Artist factors about expertise affect investment behavior as regards investment style and investment decision of retail investors in the Stock Exchange of Thailand. Artist factors about attractiveness, expertise, and relevance affect investment behavior as to risk acceptance of retail investors in the Stock Exchange of Thailand. Artist factors Pertaining to credibility affect investment behavior regarding investment objectives of retail investors in the Stock Exchange of Thailand with statistical significance at the .05 level. 3) Artist factors in the matter of expertise affect investment behavior pertaining to investment style and risk acceptance of retail investors in the long-term investor category in the Stock Exchange of Thailand. Artist factors Concerning relevance affect investment behavior in terms of risk acceptance of retail investors in the long-term investor category in the Stock Exchange of Thailand. And artist factors when it comes to credibility. It has a statistically significant effect on investment behavior Considering investment objectives of retail investors who are speculators in the Stock Exchange of Thailand at a level of .05