Factors Influencing Individual Investors to invest in Pakistan Stock Exchange (PSX)

This study explores the various factors that influencing individual investor performance towards Pakistan Stock Exchange (PSX), highlighting on the relationship of accounting information (AI), demographic factor (DF), and credibility factor (CF), reliability factor (RF) and religious & norms factor (RN). The consequence of this research influence to understanding the difficulties of individual investor’s decision making process in an emerging economy, mainly in Pakistan, where the monetary markets are developing quickly, and the part of individual investors is gradually critical to monetary development. The main goal of this research is to inspect the amount to which these elements effect the investment choices of investors in the Pakistan stock exchange (PSX). The precise objects include measuring how demographic factor like person age, level of education, gender, and relationship status would impact individual investor conduct, studying the part of accounting info in determining investor belief and insights of value, assessing the impression of the supposed trustworthiness and consistency of financial organisations on investment choices, and discovering how spiritual norms effect investment actions. This study conducts a quantitative method, using a survey practice to collect primary data from individual investors (II) in Karachi, through an entire of 220 respondents who filled the survey. The findings disclose numerous critical understandings like substantial changes in investment conducts are obvious across numerous demographic parts, with newer stakeholders representing a greater feeling toward digital exchange platforms.