Universitarios guayaquileños y su intención en invertir en mercados bursátiles : un análisis aplicando la teoría del comportamiento planificado.

Abstract

The present research work is developed in the country of Ecuador, specifically in the city of Guayaquil; focused on determining the intention of investment in stock markets by university students from Guayaquil, applying the theory of planned behaviour of Icek Ajzen, based on three main constructs the attitude of the individual, subjective norms or how the environment influences the subject and the perceived control that is the skills or abilities that he believes to possess, in order to determine whether these variables have a direct impact on the intention. After studying the model, it was analysed and concluded that it is robust to the analysis of the results with a sample obtained from a survey of 387 university students from different universities in the city of Guayaquil, so that the model can explain the factors involved in the intention to invest in stock markets by undergraduate students.