Modifying Theory of Reasoned Action to Determine Online Mutual Fund Investor Behavior

Market penetration for mutual fund investments is still very low compared to other investment instruments such as deposits, gold, property, stocks, and peer-to-peer lending. Thus, the opportunity develop in Indonesia large. This study was conducted determine what factors influence behavior of online investors by modifying theory reason action. The used measure are investor attitudes, subjective norms, financial literacy, performance, intentions. survey respondents from various regions Indonesia. Sampling 1117 using purposive sampling method. results showed that partially performance have a positive significant effect on Investment intention mediating variable has relationship consumer behavior. this expected be sellers who able implement effective marketing strategies can increase their managed funds number customers Indonesia, well attractiveness these funds.