Impact of Social Factors on Individual Investors’ Trading Behaviour

Individual investors’ trading behaviour has drawn the attention of academicians and investment practitioners globally. The emergence of behavioural finance as a new domain in the capital market research is a case in point. Studies indicate that individual investors are characterized by excessive trading and often to their detriment (Barber and Odean, 2000).In this study, we apply the theory of reasoned action (TRA) and the theory of planned behaviour (TPB) to explain individual investor behaviour. Further, an attempt has also been made to study the influence of social factors such as social interactions, media and internet.