Impact of Subjective Norms and Behavioral Intention in Investing in Equity Market: A Survey of Colombo Stock Exchange

In an era where stock market has certain concerns, it has become highly influential in significant community judgment. This study investigates the impact of subjective norms and behavioral intention in investing in equity market. Through quantitative data collection the researcher composed and gathered data by issuing a questionnaire with the survey among 200 savers as investors in the field who finance in Colombo Stock Exchange. The SPSS software is used for the data analysis as quantitative measurable type of data can be dignified with using proper statistical analysis methods. The acquired data examination in this chapter and encapsulate in summarizing all the findings, recommendations and conclusions. There are numerous indications that modern finance is shifting toward behavioral theories that aim to explain investor behavior. The Theory of Planned Behavior (TPB) is a widely used psychological paradigm for predicting behavioral intention from various perspectives. Independent variables Perceived Behavior, Subjective Norms, attitudes, and Intention of buying had optimistic, durable high association. Factors such as Perceived Behavior, Subjective Norms, and Attitudes are positively corelated with the Buying Intention of the investor. According to the multiple regression calculated in the study it proves there is a positive and also strong relationship with all independent variables and the dependent variable of buying intention. Hence the author of the study accepted all the hypothesis developed in research methodology chapter and rejected null hypothesis in the same.