Contextual factors influencing investment decision making: a multi group analysis

Purpose Stock markets are considered as the largest and most important units for development growth of economy. The present study attempts to provide a comprehensive view factors influencing investment decision making process stock market investors. A multi group analysis gender is also carried out on proposed model. Design/methodology/approach data 402 valid responses collected through structured questionnaires from individual investors North India. SPSS 23 used do descriptive AMOS 22 establish validity constructs hypotheses testing. For performing analysis, several invariance tests have been conducted check robustness Findings results reveal that all such firm image, accounting information, neutral advocate recommendation personal financial needs significantly influence concluding image being influential factor least decisions. No significant differences between males females were found. Research limitations/implications current suffers limitation restricted geographical area Moreover, there scope incorporate more demographic predicting Originality/value This incorporates range which covers aspects making. highlights notion signaling theory, thus contributing limited literature in Indian context.