Abstract
This study investigated the determinants of students’ intention to participate in the stock market by drawing on behavioral perspectives. It examined how attitude, financial literacy, trust in financial institutions, and risk tolerance influence participation intention. A quantitative approach was employed using structured questionnaires administered both online and face-to-face, yielding 176 valid responses from university students at ACLEDA University of Business in Phnom Penh City. Using multiple regression analysis, the study found that attitude, financial literacy, and trust in financial institutions significantly influence students’ intention to participate in the stock market, with attitude emerging as the strongest predictor. In contrast, risk tolerance was not found to have a significant effect. The results highlighted the importance of psychological, financial knowledge, and institutional factors in shaping investment intentions in Cambodia’s developing financial market.
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