Abstract:
The investors from Jaffna District are found to be transforming from the
traditional investment approaches towards stock market investment avenues.
Therefore, the objective of this study is aimed at finding the impact of financial
attitude on financial satisfaction based on the investors in Colombo Stock
Exchange (CSE) in Jaffna District, Sri Lanka and the research question is to
examine to what extent the financial attitude impacts financial satisfaction of
the investors in CSE in Jaffna District. The questionnaire was collected from
200 respondents, who participated in the investment awareness session
conducted by CSE from 2017 – 2020, during the period from May- June 2020.
Out of that 14 responses were removed since those were not duly completed.
The structured questionnaire was amended according to the Sri Lankan
context and convenient sampling was used for the data collection. The study
used financial attitude as the independent variable and financial satisfaction as
the dependent variable. Further, the research techniques tested the reliability
of the data, demographic factor analysis, correlation, and regression. The
regression results indicated a positive significant impact of financial attitude
on financial satisfaction. Based on the findings, it was found that the investors
who are moving towards the stock market investment avenues by deploying
their financial attitude are financially satisfied with their decisions. The
findings are significant for key policymakers in CSE to consider the behavior of
the potential investment market and for the companies listed under CSE. The
study, therefore, suggests that capital-seeking institutions should focus on
potential fund providers by conducting effective workshops and proper
financial awareness on decision making.
