IMPACT OF PSYCHOLOGICAL FACTORS ON INVESTMENT DECISION MAKING IN STOCK EXCHANGE MARKET

Today, the impact of psychological issues in detail Life issues is undeniable. Promoting decision- making will be possible in the worldeconomy of course by paying attention in mental issues in decision-making. Capital markets also tend to be less developed in emergingcertain cultural factors of investors and also the lack of knowledge in relation to the behavioral factors and capital markets and its mechanisms. The study aims to evaluate the influence of psychological factors on investors' financial decision making in Iran's stock exchange (Tehran). This study aims to examine the personality factors of investors in stock exchange including beliefs, confidence, sense of remorse and regret and snake bites as the independent variable and Investment decision as the dependent variable. The population of the study is the investors in Iranianstock exchange (Tehran) thata total of 384 questionnaires were distributed among them. Structural equation modeling was used to analyze the data and hypotheses test.According to the results of this study, four variables, including beliefs, confidence, and sense of remorse and regret and snake bitesinfluence the investment decision-making. Among the aforementioned variables, the two variables of belief and confidence affectthe investment decision-making positively, and the two variables of sense of remorse and snake bitesaffect them negatively.