Home Research Papers Trading Strategies Impact of Social Factors on Individual Investors’ Trading Behaviour

Impact of Social Factors on Individual Investors’ Trading Behaviour

In the fast-paced world of finance, understanding the behavior of individual investors has become an area of paramount importance. A research paper titled “Impact of Social Factors on Individual Investors’ Trading Behaviour“, authored by Dr. R. Shanmugham and K. Ramya, delves into the intricate relationship between social dynamics and the trading behavior of individual investors.

Let’s explore the methodology and key findings of this study to gain insights into what drives the investment decisions of everyday traders.

Methodology Used In The Study

Research conducted by Dr. R. Shanmugham and K. Ramya employed a well-considered sample size, providing a glimpse into the scope of their study. In their quest to understand the intricacies of individual investors’ trading behavior, the researchers distributed questionnaires to a total of 500 respondents in the Coimbatore city of Tamil Nadu, India. This sample size reflects a substantial and diverse cross-section of individual investors, which can lend credibility to the study’s findings.

The choice of such a sample size in a specific geographic region not only allowed for a comprehensive exploration of social factors but also ensured that the research was grounded in real-world investment behaviors. The use of a significant number of participants, while still maintaining a geographical focus, adds depth and reliability to the study’s conclusions and highlights the rigor with which the research was conducted.

To uncover the factors that influence individual investors’ trading behavior, this research employs a descriptive approach with primary data collection. The researchers used a comprehensive questionnaire divided into three parts to capture the necessary information.

Part 1: Demographics and Trading Characteristics

The first section of the questionnaire focused on understanding the demographics and trading characteristics of the respondents. This part provided essential context about the study participants.

Part 2: Social Factors

The second segment delved into the influence of social factors. These factors included social interactions, media, and the internet. The study sought to explore how external forces affected individual investors’ decision-making processes.

Part 3: Attitude, Perceived Behavioral Control, Subjective Norms, and Intention

The final part of the questionnaire aimed to understand the investors’ attitudes, perceived behavioral control, subjective norms, and intentions related to their trading behavior. This part provided insights into the psychological aspects of trading decisions.

The data collection process involved distributing questionnaires to 500 respondents in the Coimbatore city of Tamil Nadu, India, using a snowball sampling technique. The collected data was then subjected to validity and reliability tests, ensuring the quality of the information gathered.

Key Findings of The Study

The major findings of the study carried out by Dr. R. Shanmugham and K. Ramya are as follows:

Social factors =>Attitude towards trading =>Intention towards trading =>Trading behavior (frequency, etc.)

Social Interactions and Attitudes

The research uncovered a significant positive relationship between the extent of an individual’s social interactions related to trading and their attitude towards trading. In essence, as investors engaged more in discussions, information exchanges, and interactions with peers, family members, or colleagues about trading, their attitude became more favorable. This is perhaps no surprise.

This finding highlights the influential role of social connections in shaping an investor’s perception of the market. It suggests that investors who are more socially active in trading-related discussions tend to view the market more positively and are likely to be more enthusiastic about trading activities.

Media Influence

While the research confirmed that media has some influence on investors’ attitudes towards trading, this influence was relatively low. Media plays a dual role in shaping market dynamics – it can set the stage for market moves and influence investor sentiment, especially during market crises.

In this context, the study suggests that the media’s impact on individual investors’ attitudes is somewhat muted. Investors may not be overly swayed by media reports or analysis, and their attitudes may be influenced by a more diverse range of factors beyond what the media presents.

Internet’s Influence

A noteworthy finding is that the internet appeared to have no significant impact on investors’ attitudes towards trading. This finding is intriguing given the transformative role of the internet in recent years, which has altered how people make investment decisions.

While the internet provides a wealth of information and tools for investors, it may not be a significant driver of their overall attitude towards trading. Investors may have diversified sources of information and may rely on a combination of online and offline resources to form their trading attitudes.

Social Factors and Attitude – Regression Results

Multiple regression analysis confirmed the significant impact of social factors on investors’ attitudes towards trading. Among these factors, social interactions emerged as the most influential, followed by media.

The internet, on the other hand, exhibited a negative influence on attitude. This regression analysis reinforced the earlier findings, providing statistical evidence that social interactions and media play substantial roles in shaping investor attitudes.

The negative impact of the internet on attitude suggests that investors may have mixed feelings about its influence on their trading behavior.

Attitude and Intention

The study found a strong, positive correlation between an investor’s attitude and their intention to engage in trading. This means that a favorable attitude positively influences an investor’s intention to trade.

In practical terms, this finding underscores the importance of cultivating a positive outlook towards trading. Investors who view trading with optimism and enthusiasm are more likely to intend to engage in trading activities, setting the stage for increased trading behavior.

Perceived Behavioral Control and Intention

The research also revealed a moderate, positive correlation between an investor’s perceived behavioral control and their intention to trade. This suggests that an investor’s belief in their ability to control their trading behavior affects their intention to trade. Investors who feel more in control of their trading decisions are more likely to have a higher intention to engage in trading activities.

Subjective Norms and Intention

A surprising finding was the negative and insignificant relationship between subjective norms, which encompass the opinions and recommendations of friends and family, and an investor’s intention to trade.

This implies that investors’ intentions to trade are not significantly influenced by the views of their social network. In essence, an investor’s intention to trade is driven more by their personal attitudes and perceived control than by external social pressures or recommendations.

Intention and Trading Behavior

The study concluded with a critical insight: a strong, positive correlation between an investor’s intention to trade and their actual trading behavior. This finding underscores the pivotal role of intention in shaping trading activities. Investors who have a strong intention to engage in trading are more likely to translate that intention into tangible trading behavior, actively participating in the financial markets.


This research paper sheds light on the intricate relationship between social factors and the trading behavior of individual investors. Social interactions and media play substantial roles in shaping investors’ attitudes, which, in turn, influence their intentions and trading activity.

These findings offer valuable insights for both investors and financial professionals. Understanding how social dynamics impact investment behavior can lead to more informed and rational trading decisions. It is a reminder that, in the world of finance, psychological and social factors are essential pieces of the trading puzzle, shaping the path to success in financial markets.