The Influence of REITs Product Selection Attributes on Investment Behavior : The Dual Mediating Effects of Perceived Value and Trust

This study aimed to examine the effects of REITs product selection attributes on investment behavior and verify the dual mediating effects of perceived value and trust in this relationship. The selection attributes of REITs were divided into five sub-factors: stability, profitability, location and quality, expertise, and portfolio diversity. An online survey was conducted, and data from 518 respondents were analyzed. The results indicated that all sub-factors of REITs selection attributes had significant positive effects on investment behavior, perceived value, and trust, with profitability and location & quality showing relatively stronger impacts on investment behavior. Furthermore, perceived value and trust sequentially mediated the relationship between selection attributes and investment behavior, confirming the statistically significant dual mediation effect. Perceived value positively influenced trust, indicating that the more investors perceived the value and benefits of the product, the stronger their trust in the investment company and product became. Trust also significantly and positively influenced actual investment behavior, highlighting the importance of the investment company's expertise and transparency in building investor trust.