developing perceived risk model for Customers of Investment Services

Consumer perception of the uncertainty and adverse consequences of buying a product or service is regarded as one of the most important determinants for understanding consumer behavior that affect on his decision making process. So, it is necessary developing a model for explaining risk perception of individual investors in the investment services market. The present study is an applied and descriptive-survey research. A self-administrated questionnaire has been used for collecting the research data. This questionnaire has been developed based on literature review for measuring research variables. The reliability and validity of the questionnaire have been examined and confirmed in this study. In order to analyze the research data and test the research hypotheses, path analysis has been used in the SPSS and LISREL. The findings revealed that risk propensity, trust, self-efficiency and Knowledge have a significant effect on individual investor's perceived risk. In addition, the findings showed that perceived risk has a significant impact on attitude and intention.